Glossary AI technique

Generative AI

What is generative AI?

Generative AI is AI that creates new content, such as text, images, code or summaries, based on patterns it has learned from large amounts of data.

Also known as generative AIgen AIgenAI

Where classic software only does what you explicitly program, generative AI can produce something new by itself: write an email, summarise a document, create an image or generate code. The best-known form is the language model (LLM) behind tools like ChatGPT.

For businesses, generative AI is mainly useful when it draws on your own knowledge instead of a general memory. You do that with RAG: the model first retrieves the right passages from your own sources and bases its answer on them. That makes the output company-specific and verifiable, and keeps hallucinations in check.

Generative AI is not a goal in itself. The value appears once you embed it in a process that actually delivers something. How we approach that is covered under AI agents and AI automation.

Last updated: 22 June 2026

Relatedterms

Read on in the glossary

All terms

AI techniqueLLM (Large Language Model)An LLM is a large language model trained on enormous amounts of text, which lets it understand and generate language; it is the engine under tools like ChatGPT, Claude and Gemini.AI techniqueRAG (Retrieval-Augmented Generation)RAG lets a language model first retrieve the right documents from your own sources and base its answer on those, so it draws on your knowledge instead of only its training.AI techniqueHallucinationA hallucination is when a language model confidently gives information that is incorrect or made up, presented as if it were a fact.AI techniqueAI agentAn AI agent is software that pursues a goal on its own: it plans the steps, uses tools or systems, checks the result and adjusts course, without a human directing every step.

You can feel it has to change,
we show you how.

You know where the friction is. We help you figure out how AI can genuinely fix it.

Book an intro call

Not ready for a conversation yet? Get honest AI advice first →

30 minutes. Online or in Enschede. You decide.

You can feel it has to change,we show you how.

You can feel it has to change,
we show you how.