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Generative AI: What Is It, What Are Its Benefits and Applications?

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Generative AI: two men in dress shirts smiling and looking at a computer.

You've probably heard of tools based on generative artificial intelligence (AI), such as ChatGPT, DALL-E, Midjourney and others. 

These tools are receiving more and more attention thanks to the fact that they allow anyone to create content, from text ads for products and services, to social media posts, to scripts for video ads on Youtube Ads, all using AI.

This potential to revolutionize content creation in various sectors makes it important to understand what generative AI is, how it is being used and by whom. In this article, you'll understand what generative AI is, how it works, some everyday applications and its benefits.

What is Generative AI?

Unlike traditional AI approaches that work on the basis of predefined rules or the analysis of historical data to make predictions, generative AI uses deep learning models to learn the essence of a data set and, from that understanding, create something new.

Generative AI is not simply a "creative machine", but a technology that combines advanced machine learning with the patterns and nuances found in training data to produce new and relevant content.

What is the Origin of Generative AIs?

Generative AI has been in development since the 1970s, with the aim of generating texts on its own. Engineers specializing in AI eventually began to train GANS, generative adversarial networks, capable of producing texts based on human speech. 

The rise of modern generative AI is strongly driven by increased computer processing power and access to large volumes of data, which are essential for training these complex models. 

In 2014, a notable breakthrough occurred with the introduction of Adversarial Neural Networks (GANs), an architecture proposed by Ian Goodfellow and colleagues. GANs consist of two components: the generator, which creates data, and the discriminator, which assesses whether the data is authentic or generated.

These components are trained together, improving each other. GANs have revolutionized the creation of generative content, enabling the generation of images, text, audio and other types of data with impressive quality. 

In 2018, OpenAI launched the first GPT model, called GPT-2, which demonstrated the ability to generate coherent and contextually relevant text. Since then, the evolution of GPT models has culminated in GPT-3, which has billions of parameters and can create an astonishing variety of textual content.

What is Generative AI for?

By empowering computer systems to generate authentic and original content, generative AI opens doors to a diverse range of creative and practical applications. Let's explore some of the areas in which generative AI is shaping today's landscape.

Generative AI for Text Generation

Generative AI can create cohesive and relevant texts in a variety of styles and topics, making it a valuable tool for professionals in a variety of fields.

Get to know Tess AI of Pareto, the first AI orchestrator in Brazil. It connects to the world's leading AIs, allowing you to easily create text, images, videos and much more. Just provide a topic or idea, and the AI will take care of everything in seconds. See below for an example of text generation:
Artificial Intelligence in Marketing: video generated by Tess AI

Generative AI for Image Generation

Image generation using AI is a technique that transforms text into images. An example of this is this prompt: "futuristic city at night with glass skyscrapers and flying cars".

In this case, an image-generating AI model could create an artwork depicting a futuristic city at night with glass skyscrapers and flying cars, capturing the details described in the text, such as futuristic architectural elements and the time of day.

Here's a preview of some incredible images generated by Tess AI.

Artificial Intelligence in Marketing: Images generated by Tess AI

Visit 50 Prompts to Create Amazing Images with Tess AI to learn more about AI-generated imaging and which prompts to use to perfect an idea.

Generative AI for Video Generation

Generative AI for video generation is a valuable tool for creating personalized content at scale, meeting the individual needs of viewers or customers. This can be applied to personalized tutorials, targeted ads and tailor-made learning experiences.

By combining visual elements, generative AI can create engaging videos and animations for use in entertainment, advertising, education, etc. Just add commands presenting your idea in text and/or a reference image, and in a few minutes, the video is generated automatically.

Here's another example of what Tess AI can do, this time on video.

Generative AI: Ice Queen video generated by Tess AI

Prompt: Icequeen

Generative AI for Code Generation

Generative AI plays a crucial role in facilitating the creation of codes and algorithms, making the software development process more efficient and agile.

In addition, it is able to improve existing code, identifying points that can be improved in the algorithms and offering suggestions to increase the efficiency and performance of the programs. This results in time and resource savings for developers and engineering teams

At Tess AI you can generate code in any language. See how easy it is!

Generative AI: code generated by Tess AI

Generative AI for Language Translation

Generative AI for language translation doesn't just convert words, it adapts style and tone to make the translation sound more natural.

In other words, it understands context and culture, allowing translations that respect cultural nuances and idiomatic expressions. This results in more accurate and contextual translations, promoting effective and authentic global communication.

In addition, its scalability makes it a versatile tool, meeting the growing demands of global translation. Below is a simple example of how Tess AI can help you in this segment.

Generative AI: Translation by Tess AI

Explore how Tess AI can boost your business through the wide variety of models available. Discover all the features the platform offers. Register for free and optimize your time!

What are the Challenges of Generative AI?

Generative AI is constantly evolving, but it faces several challenges on its development journey. These are some of the main obstacles to be overcome:

1. computing infrastructure

Generative AI requires substantial computational resources. This includes the need for robust and efficient hardware to train and run complex generative models.

The computing infrastructure also faces challenges related to resource accessibility. Training state-of-the-art generative models often requires high-performance server clusters and powerful graphics processing units. And this can represent a high cost.

In addition, maintaining and optimizing these infrastructures are constant challenges, as technology advances rapidly, requiring frequent updates to keep up with the latest developments in hardware and software.

2. Sampling speed

The generation of samples by generative models can be slow, especially in more advanced models. To improve speed, research and development of more efficient generation algorithms is needed, as well as hardware optimization to speed up the process.

Sampling speed is especially critical in real-time applications such as games, simulations, virtual assistants and recommendation systems. Therefore, efforts to overcome this challenge are essential to unlocking the full potential of Generative AI in a variety of domains.

3. Data Quality

Generative models rely on large volumes of high-quality data to learn and create meaningful content. Ensuring that the data used for training is accurate, representative and free of bias is key to avoiding problematic results.

An important part of this challenge is data collection and curation. This involves carefully selecting data sets that adequately represent the application domain, as well as meticulously cleaning and preparing the data to eliminate errors and unwanted biases.

The interpretation of the results generated by generative models is also linked to the quality of the data. Understanding how and why a model produced a certain result can be challenging, especially with complex models such as deep neural networks.

4. Data licenses

Obtaining access to data and the issue of licenses for use are major challenges in the area of Generative AI. This applies not only to data collection, but also to the use of pre-trained models that may contain license restrictions.

When it comes to data collection, many relevant data sets may be protected by copyright or other legal restrictions.

As research into Generative AI advances, overcoming these challenges is essential to unlocking the full potential of these technologies and making them more accessible and effective in a variety of practical applications.

What Are the Benefits of Generative AI?

Generative AI offers a number of benefits. We've listed some of the main ones:

1. Creating Authentic Content

Generative AI algorithms have the ability to generate new and original content, which is often just as compelling as content created by human beings. This opens the door to a host of practical and creative advantages.

One of the main benefits is the creative efficiency that generative AI offers. It automates content creation, saving time and resources for both individuals and companies. This is particularly valuable in sectors where content production is constant, such as marketing, entertainment, etc.

Scalability is also an important aspect of these benefits. Generative AI allows content production to be scaled efficiently, which means that companies can serve a larger audience without the need to proportionally increase their human team.

2. Creating Personalized Content

Generative AI can create tailor-made content, such as product recommendations, music, art and even texts, based on individual preferences and needs.

In addition, the ability to generate personalized text is another valuable application. Generative AI can produce written content, such as articles, stories or messages, adapting to the desired style and tone, meeting specific communication needs.

3. Efficient Data Processing

Another notable benefit of Generative AI is its efficiency in data processing. This technology speeds up the processing of large data sets, enabling faster analysis and the extraction of valuable insights in various areas, such as scientific research, finance and health.

In scientific research, Generative AI makes it possible to analyze and interpret complex experimental data quickly, boosting scientific discovery. In finance, it is used for real-time market analysis and fraud detection, speeding up decision-making.

In healthcare, Generative AI speeds up the analysis of medical images and improves diagnostic accuracy, contributing to faster and more accurate diagnoses.

4. Improved User Experience

Generative AI has the ability to personalize user interaction, adapting content and services according to individual preferences, making the experience more relevant and engaging.

For example, on streaming platforms such as Netflix, AI is used to analyze a user's viewing history and preferences. Based on this data, it can generate highly personalized recommendations, suggesting films and series that are more likely to attract the viewer's interest.

5. Saving Time

The automation of repetitive tasks such as content creation, data analysis and even text writing can be facially automated with Generative AI, contributing to greater efficiency in different sectors.

This is undoubtedly a valuable tool for saving time and resources, allowing people and organizations to focus on more productive and creative activities.

6. Security Enhancement

Security enhancement is yet another crucial benefit provided by generative AI. Especially in the field of cyber security, generative AI plays a key role in identifying and mitigating threats.

For example, in the generation of complex passwords and encryption keys, making it more difficult for attackers to access protected systems.

7. Complex Problem Solving

Generative AI is a crucial tool in solving complex problems in areas such as climatology, materials science and engineering. It helps with climate forecasting, speeds up materials research and optimizes product design, contributing to significant advances in these disciplines.

Its ability to analyze large volumes of data and identify subtle patterns allows it to tackle challenging issues more efficiently and effectively.

8. Optimization of Existing Systems

Optimizing existing systems is a valuable application of generative AI. Generative algorithms have the ability to create synthetic data that act as training and evaluation sets for other AI algorithms.

This leads to continuous improvements as AI algorithms are refined on the basis of synthetic data generated by generative AI. This cycle of improvement contributes to the development of more efficient systems, driving the evolution of AI and its practical applications.

How does Generative AI work?

Training a generative AI is a complex and crucial process to enable the machine to create original and authentic content. Different approaches and models have been developed over time to enable generative AI to achieve remarkable results in various areas.

Learn about some of the main training techniques!

  • Large Language Model (LLM): Large Language Models are trained on huge volumes of text to learn the complexities of human language.
  • Generative Adversarial Networks (GAN): GANs are an innovative architecture made up of two components: the generator and the discriminator. The generator creates data, while the discriminator assesses whether this data is authentic or generated.
  • Transformer-based templates: Transformer-based models, such as GPT, have revolutionized text generation. They use an architecture that captures word relationships in long contexts.
  • Variational Autoencoder Models (VAEs): VAEs are mainly used in image generation. They seek to learn the latent representation of a data set, allowing new images to be generated by manipulating this latent representation in a controlled manner.

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Application of Generative AIs in Everyday Life

To make all the knowledge about AI more understandable, let's take a look at the applications of this technology in everyday life.

Marketing and Advertising

In marketing, content plays a vital role, and Generative AI simplifies the agile creation of content on a large scale.

That's why companies and marketers are looking for AI tools that generate images, captions, product descriptions, branding materials, blog posts, titles for promotional emails and many other automations. 

Generative AI also makes it possible to personalize ad experiences, generating engaging and tailored content at high speed. With this technology, it's possible to turn challenges into strategic opportunities.

Art and Design

Generative AIs are playing a transformative role in art and design. They empower not only artists and designers, but also enthusiasts who want to create art, be it abstract, realistic, watercolor, etc.

This practicality also simplifies the graphic and product design process, making it possible to efficiently generate three-dimensional models of objects and environments.

Check out Tess AI's illustration of a sofa backdrop below.


One of the main benefits of Generative AI is its ability to make technology more inclusive and accessible to people with various forms of disability. These technologies are playing a crucial role in a number of areas. See below.

  • Speech-to-text conversion: Generative AI can accurately transcribe speech into written text, making communication more effective for hearing-impaired people. This functionality is especially valuable in meetings, lectures and everyday interactions;
  • Generating Audio from Text: Similarly, Generative AI can transform text into audio, making it easier for visually impaired people to understand online information or documents. This includes reading books, articles and even describing images;
  • Assistive Technologies: Generative AI is driving the development of advanced assistive technologies. This includes devices that allow people with physical disabilities to control computers and mobile devices using voice commands, gestures or even thoughts;
  • Web and Application Accessibility: Generative AI is used to improve the accessibility of websites and applications by identifying usability problems and suggesting adaptations to meet a variety of needs, such as font enlargement, voice navigation and alternative descriptions for images;
  • Augmentative and Alternative Communication (AAC): Generative AI is being applied to the development of AAC systems, which help people with communication difficulties to express thoughts and ideas by means of symbols, images or computer-generated voice.


The integration of Generative AIs into games has significantly transformed the player experience. These are some of the main ways in which this technology is impacting games:

  • Procedural Content Generation: generative AIs are used to create game environments procedurally, generating dynamic and unique scenarios. This makes gaming experiences more varied and engaging;
  • Intelligent Character Behavior: non-playable characters (NPCs) now have more realistic and adaptable behaviors, responding authentically to players' actions, which increases immersion;
  • Interactive Dialogues and Dynamic Narratives: Generative AIs enable interactive dialogues and narratives, allowing players to influence the development of the story, making the experience more personalized and captivating;
  • Advanced Graphics and Special Effects: AI is used to create more impressive graphics and visual effects, providing a high-quality visual experience in games;
  • Game Development and Testing: AIs are also used to speed up the game development and testing process, automating repetitive tasks and identifying bugs.

Internet browsing

Microsoft and other companies in the sector are increasingly adopting generative AI models to offer more personalized experiences when searching the Internet. One approach involves expanding the query by creating relevant keywords to refine searches. 

This means that instead of simply receiving a list of search links, these new and improved models can use generative AI to provide search results in natural language, such as direct answers to questions.

Medical Assistance

The applications of Generative Artificial Intelligences (Generative AIs) in healthcare have a transformative impact, improving patient care. Here are some of the ways in which it is shaping the healthcare sector:

  • Advanced Diagnostics: AI improves the accuracy and speed of medical diagnoses by analyzing complex clinical data.
  • Research and Drug Discovery: Facilitates the identification of new treatments and drugs through the analysis of molecular and genetic data.
  • Generating Clinical Reports: Generative AIs can automate the creation of clinical reports, saving healthcare professionals time and ensuring accurate documentation.
  • Personalization of Treatments: Recommends personalized therapies based on the patient's history.
  • Continuous Monitoring and Assistance: AI enables remote monitoring of patients and provides virtual assistance, improving care and communication.

How will Generative AI affect industries?

Technology is expected to impact different areas. Some possibilities in the segments mentioned are:


The influence of generative AI in the entertainment sector is profound and far-reaching. It permeates the creation of creative content, from movie scripts to music and works of art. This technology drives efficiency and innovation, streamlining processes and generating original ideas.

Visual effects and animations in films, series and games benefit greatly from generative AI, resulting in more engaging experiences for the audience.

Content personalization is another area highlighted, as AI offers tailor-made recommendations to consumers based on their preferences.


Generative AI plays a vital role in financial data analysis. It is able to process huge data sets in real time, identify market trends and predict future movements. This helps in making more informed investment decisions and managing risks.

In addition, task automation is a key area. Generative AI automates complex processes, such as preparing financial reports and executing negotiations, saving time and reducing human error.


Generative AI allows educators to create personalized teaching materials based on the needs of each student. This includes adapting learning resources, exercises and assessments according to individual proficiency levels and learning styles.

It is used to generate teaching materials such as lessons, texts and even educational videos. This can speed up the production of high-quality content, making it more accessible to students and educators.


Generative AI analyzes a wide range of data, such as soil characteristics, climate and crop history, to provide personalized recommendations. This allows farmers to optimize land use, choose the most suitable crops and reduce waste.

Crop monitoring also benefits from generative AI, which uses satellite images and drones to track plant growth in real time. This technology is able to identify problems early on, such as pests, diseases and nutritional deficiencies.

In addition, generative AI improves the management of water resources in agriculture. It helps optimize irrigation by determining when and where it is necessary to irrigate, saving water and energy.


Generative AI analyzes customers' purchase history, preferences and behaviors to recommend specific products and offers, increasing engagement and sales.

In content marketing, generative AI is used to develop creative and engaging advertising campaigns. It automatically generates texts, images and even promotional videos, saving time and creative resources.

AI also plays a crucial role in inventory optimization. It predicts product demand based on historical data and seasonal events, allowing companies to maintain adequate stock levels and avoid excesses or shortages.


Generative AI is used to adapt manufacturing processes and products based on individual preferences, making production more flexible and efficient.

Automation on the production line is another important application. Generative AI drives the automation of complex tasks such as component assembly and quality inspection, reducing costs and increasing precision.

In the field of predictive maintenance, generative AI helps prevent equipment failures. It analyzes sensor data in real time to predict when maintenance is needed, avoiding unplanned interruptions in production.


Generative AI is essential in predicting natural disasters, providing early warnings based on real-time data analysis. This allows preventive measures and evacuations to be taken, saving lives and reducing damage.

In addition, it plays a key role in the management of natural resources, optimizing the efficient use of water, energy and other scarce resources, promoting environmental sustainability and the conservation of natural resources.


Generative AI demonstrates its versatility by empowering systems to generate content in various forms, radically transforming the way you interact with technology and create different types of content for your business.

As technology advances, new applications are expected to emerge, further driving innovation in a wide range of sectors. You don't want to be left out of this technological transformation, do you?

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