One of the most impactful types of artificial intelligence is generative AI, a subcategory that uses advanced machine learning algorithms to create new and original content.
This technology operates by analyzing vast amounts of Big Data, which are used to train machine learning models. After a learning phase—where AI detects patterns and trends—generative models can produce realistic content based on a prompt given by a human user.
The benefits of AI for businesses are already evident. In marketing, for example, generative AI can create personalized campaigns, generating texts, videos, and images for social media. However, AI should not be seen as a threat—creative professionals are still essential, both to develop ideas and to guide AI with the right prompts.
AI technologies are also continuously evolving, thanks to the accumulation of new data. Big Data comes from a variety of sources, ranging from social media interactions to IoT sensor readings. Once collected, this data is cleaned and processed by machine learning algorithms, using computational power that far exceeds human capabilities.
