Generative AI
AI that creates new content such as text, images, audio or code from a prompt, instead of only recognising or classifying existing data.
By Tanguy De Keyzer · Founder & digital strategist
Generative AI is the branch of artificial intelligence that creates new content: text, images, audio, video or code. Instead of only recognising or classifying data, a generative model generates an original answer from a prompt, predicting it itself token by token.
How does generative AI work?
Most generative models are trained on enormous amounts of text, images or sound and learn from that which patterns are likely to occur together. For text this happens with a large language model that predicts the next piece each time. Give it a question or instruction, and it assembles an answer step by step that fits best statistically. Well-known examples are ChatGPT, Gemini, Claude and Perplexity, which can each write, summarise and rephrase text.
Why it matters to marketers
Generative AI changes two things at once. On the input side it lowers the cost of content, research and first drafts, so you can produce faster. On the output side it changes how people find your company: increasingly they get a generated answer instead of a list of links. Anyone who wants to be named and cited in those answers has to align their content accordingly, and that is exactly what GEO is about.
The pitfall
Generative AI often sounds convincing, even when it is wrong. A model can invent facts, mix up sources or misrepresent your brand. So use it as an accelerator, not as an editor-in-chief. In B2B, credibility weighs heavily: have every generated text reviewed by someone who knows the subject, and steer on real results such as customers and revenue, not on the volume of words produced.
From theory to growth.
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