AI systems that can create new content such as text, images, audio, video, code, and 3D models based on patterns learned from existing data. Unlike discriminative models that classify or predict based on input data, generative models create novel outputs that resemble their training data.

Generative AI works by learning the statistical patterns and structures in training data, then sampling from this learned distribution to produce new content. Recent advances in deep learning architectures, particularly transformers and diffusion models, have dramatically improved generative AI capabilities, enabling more coherent, contextually appropriate, and sophisticated outputs. These systems have powerful creative applications but also raise concerns about misinformation, content authenticity, and intellectual property.

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An enterprise using generative AI to automatically draft personalised marketing emails, create custom product visualisations, or generate summary reports from complex datasets—all based on specific prompts or parameters provided by users.