Artificial intelligence
Generative AI is the family of systems that produce new content, text, images, audio and video, from a request written in ordinary language.
Two measurable effects run through Enrico Giubertoni's articles: the consumer who now puts generative AI alongside search engines when looking for a product, and the company that stays at the tactical level, chasing the perfect request, while the way it decides stays exactly as it was. The recurring risk is perceived credibility: confident, authoritative prose can carry factual inconsistencies, inventions or wrong citations, and readers raise their trust and lower their checking. The difference from analytical AI: that one classifies and predicts on existing data, the generative kind creates. The difference from Agentic AI: generative AI produces content and stops there, while an agent also uses tools to act.
An example
The Marketing department of a cosmetics company has three hundred product sheets generated in a fortnight. Management sees the saved hours at once and sees much later that the usage instructions were never checked: the work moved from writing to verification, and verification had been assigned to nobody.
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