What is generative AI?
AI that creates new content instead of just sorting or recognising things: text, images, audio, and code. The driving force behind the whole AI wave, explained without the jargon.
Generative AI is the term for AI that creates new content: text, images, audio, video, or code. That’s what sets it apart from older AI, which mostly sorted and recognised things (is this spam? is there a bike in the picture?). Generative AI doesn’t just label things, it produces something new: a draft, a summary, an illustration.
The technology behind the text part is language models, which have their own page in this glossary. What matters for everyday use is what the word doesn’t promise: generative means the content is newly created and plausible, not that it’s true. That’s why the golden rule is that AI drafts stay drafts until a human has read them, and why the EU requires AI-generated content to be recognisable as such.
When someone says, "we should do something with generative AI," the useful follow-up question is always the same: what kind of content do we create often, under time pressure, following the same patterns? That’s usually where the value lies: quotes, minutes, answers to common questions, translations, summaries of long documents.
Your employees are already using AI, often in private accounts where no one sees what gets pasted in. EuroWork gives the same AI help in one place where you are in control: sensitive data is caught before it is sent, processing stays in the EU, every answer shows its price and management sets the rules.
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