What Is Generative AI?

Generative AI is a type of artificial intelligence that creates new content in response to a prompt. Instead of following a fixed set of instructions, it generates text, images, code, audio or video based on patterns it has learned from vast amounts of existing information.

That’s what makes it different from many of the digital tools people already use. Traditional software is designed to complete specific tasks in predictable ways. Generative AI is designed to respond to questions, explore ideas and produce new content that changes depending on what you ask it.

Tools such as ChatGPT, Claude and Gemini have introduced millions of people to generative AI because they allow users to interact with technology using everyday language. Rather than searching through menus or learning specialist commands, people can simply ask a question, upload a document or describe what they want to achieve.

Today, organisations are using generative AI to draft reports, summarise meetings, analyse documents, write code, create presentations and generate ideas. Used well, it can save time and help people work more efficiently, although the output still benefits from human judgement and review.

Generative AI is important not simply because it creates content, but because it changes how knowledge work gets done. That’s why conversations about generative AI rarely stay focused on the technology for long. They quickly become conversations about people, skills and how organisations adapt to new ways of working.