A common idea that our creativity is what makes us uniquely human has shaped society but strides of progress made in the domain of Generative Artificial Intelligence question this very notion. Generative AI is an emerging field that involves the creation of original content or data using machine learning algorithms.

As we think about a future where humans and AI partner in iterative creative cycles, we consider how generative AI could impact current businesses and possibly create new ones. Up until recently, machines were relegated to analysis and cognitive roles, but today algorithms are improving at generating original content. These technologies are iterative in principle, one is built on top of the last one, and each new iteration enhances the algorithm and increases the potential for discovery exponentially.

The technology presents itself as a more refined and mature breed of AI that has sent investors into a frenzy and among all this emerges a clear market leader — OpenAI. Its flagship products-ChatGPT and DALL-E proved to be industry disruptors and brought generative AI tools to the masses. DALL-E allows people to generate and edit photo-realistic images simply by describing what they want to see, while ChatGPT does the same through a text medium.