Generative AI models for companies threaten to upset the world of content creation, with substantial impacts on marketing, software, design, entertainment and interpersonal communications. These models are able to produce text and images: blog articles, program code, poetry and illustrations. The software uses complex automatic learning models to predict the following word according to the previous words sequences, or the following image based on words describing previous images. Companies must understand how these tools work and how they can add value.
