GenAI 101: A Comprehensive Guide for Progressive Businesses
Welcome to your ultimate guide to all things Generative AI— it’s Generative AI for Dummies, it’s a GenAI FAQ, it’s... GenAI 101! Let’s dive in.
The success of ChatGPT by OpenAI has launched Generative AI technology into the mainstream. Gaining over 100 million users within two months of its release, ChatGPT may be the fastest-growing app in history — indicating just how important the field of Generative AI has become.
But what exactly is Generative AI technology and how does it work? In simple terms, GenAI models are able to produce original content, such as text, images, synthetic data, or even music, that is very similar to what a human can produce. The technology acts like a virtual storyteller, artist, assistant, or co-pilot whom you can instruct to create content on demand. GenAI models are trained using massive datasets and learn to mimic their training data to generate new content.
Industry experts like McKinsey estimate that Generative AI will add up to $4.4 trillion to the global economy. To grasp the future of GenAI, it is helpful to understand the technology’s history and evolution into today.
The history of Generative AI dates back to the 1950s, when computer programmers developed the first neural networks (NNs) inspired by the human brain. NNs used machine learning to independently analyze data sets and identify patterns. Although the early NNs were limited by a lack of computing power and small data sets, they laid the foundation for future developments.
The 2000s-2010s marked a turning point in the evolution of Generative AI. Equipped with more computing power than ever before, AI researchers revisited NNs— and in 2014, computer scientist Ian Goodfellow introduced Generative Adversarial Networks (GANs), a breakthrough in the field of GenAI. GANs are machine learning models composed of two NNs that work together to produce highly realistic data, such as images, audio, or text.
In the past decade, NN models have improved through deep learning techniques, in which multi-layered networks are used to process data. A prominent example is the transformer model, first introduced in 2017 by Google researchers, which is the base of OpenAI’s GPT (Generative Pre-trained Transformer) series.
Transformers have revolutionized GenAI because of their ability to process large unlabeled bodies of text and identify the meaning of words from context, allowing Large Language Models (LLMs) to scale significantly. Gaining over 100 million users in just two months after its release in November of 2022, ChatGPT has automated creative work, enabled personalized solutions, and transformed industries in exciting ways. As the popularity and sophistication of GenAI models improves, the future of GenAI is full of possibilities.
AI encompasses a wide range of technology, including Generative AI, machine learning, and natural language processing. It aims to replicate human intelligence, learning, and decision-making to complete tasks that would normally require human input.
Generative AI refers to AI models designed specifically for generating new data when prompted. Examples of GenAI applications include chatbots, image generation, language translation, music composition, and more.
Image Note: When replicating this image, please leave out the smallest blue circle that is unlabeled. | Source
In a nutshell, Generative AI models rely on Machine Learning (ML) techniques to process and learn from vast datasets. Large Language Models (LLMs), such as ChatGPT by OpenAI, are a type of GenAI model that specialize in understanding human language and generating human-sounding responses.
Let’s dive deeper into these two key terms:
This diagram demonstrates how Generative AI models function at a high level. | Source
GenAI operates by training on vast amounts of data to learn patterns and relationships, subsequently creating new data that mirrors these learned patterns. Let’s go into more detail about what GenAI models need to function:
Popular generative models include Generative Adversarial Networks (GANs), Variational Autoencoders (VAEs), and Transformer-based models.
To summarize: GANs use two opposing neural networks to generate highly realistic content, such as images, videos, and audio that appear human-made. VAEs use encoder and decoder neural networks to process data, and specialize in data representation, generation, and augmentation. Transformers possess self-attention mechanisms and layered neural networks, and are widely used in machine learning and natural language processing tools like ChatGPT.
Neural Networks (NNs) have enabled Generative AI to produce more creative, detailed, and diverse outputs. Let’s review what NNs are and how they are used today.
Neural Networks (NNs) are a machine learning model that transformed GenAI into what it is today. Inspired by the structure of the human brain, NNs are composed of interconnected neurons that are organized into layers. Raw data is received by the input layer and processed through deeper “hidden” layers until it reaches the output layer, which produces the NNs’ final predictions or classifications. NNs can be utilized to learn patterns, classify data, make predictions, perform natural language processing, and more, making them essential to GenAI models.
When recreating the diagram, please write “Multiple hidden layers” instead of “Multiple hidden layer” as shown on the image. | Source
As NNs continue to improve overtime, GenAI models are becoming more sophisticated and powerful as a result. In particular, deep learning architectures— an advanced system of NNs— have revolutionized GenAI. NNs have transformed the fields of Machine Learning and Natural Language Processing. By adding deeper, more complex layers of neurons to NNs, GenAI models are able to learn from complicated data distributions, generate increasingly realistic content, augment complex data, and even compose original music.
Dall-E, ChatGPT, Bard and MosaicML are popular generative AI tools.
Dall-E, ChatGPT, Bard, and MosaicML are advanced GenAI tools, with Dall-E generating images, ChatGPT and Bard generating text, and MosaicML creating custom GenAI models for enterprises, respectively.
Let’s explore each of these models in brief:
Generative AI has broad applications that include the following use cases:
GenAI technology is being deployed across many industries in diverse use cases. Today, GenAI is used in retail, consumer packaged goods (CPG), manufacturing, banking, finance, telecommunications, healthcare, travel and hospitality, and more. Let’s look at some key examples of how leading companies are applying GenAI in their fields.
GenAI technology is utilized by major online retailers including Amazon, L’Oreal, and Wayfair. In 2023, Amazon launched GenAI tools to help sellers write product descriptions and enable advertisers to create custom product images. L’Oréal uses GenAI to allow customers to virtually try on makeup. Wayfair released the Decorify app in 2023, enabling customers to view realistic images of furniture in their own home.
Retailers are increasingly using GenAI to personalize their marketing, product recommendations, and user experience based on customer profiles. Additionally, many e-commerce sites use GenAI-powered virtual customer support agents and chatbots.
GenAI is leveraged to help research, design, and create new products in the Consumer Packaged Goods (CPG) industry. Companies including PepsiCo, Nestlé, Mars, and Campell’s reportedly use Tastewise, a GenAI platform that helps validate new product ideas and generate market research reports. Tastewise’s new feature, TasteGPT, is a conversational chatbot that can answer important product and market questions like “What are the current beverage trends for Gen Z consumers?”
In a climate where consumer trends are constantly shifting, GenAI is enabling CPG enterprises to quickly research, understand, and create products that resonate with consumers.
In the manufacturing industry, a key use case for Generative AI is Predictive Maintenance (PM). PM enables manufacturers to anticipate and prevent equipment failures before they occur so that production processes can continue without interruption. Deloitte estimates that Predictive Maintenance increases productivity by 25%, reduces breakdowns by 70%, and lowers maintenance costs by 25%. GenAI algorithms can analyze the performance history and sensor data from manufacturing equipment to predict failures and determine the optimal time for maintenance— so it's no surprise that leading companies including IBM, General Electric, SAP, and Siemens are using this technology today.
In addition, Boeing uses GenAI-powered technology to generate and test virtual prototypes of their airplanes and simulate the production process. General Motors uses generative models to optimize and test lightweight automotive parts, resulting in the reduction of hundreds of pounds of weight on certain vehicles.
In 2018, Wells Fargo launched a GenAI-powered predictive banking feature for its mobile banking customers that analyzes account information to provide personalized account insights and financial guidance. For example, if a customer receives a monthly deposit that is higher than usual, they may be prompted to transfer money into savings. Royal Bank of Canada (RBC) Capital Markets expanded their AI-powered electronic trading platform, Aiden, in 2022. Aiden uses deep reinforcement learning to adapt to market conditions in real time, helping customers reduce price slippage and market impact when trading.
Since 2020, J.P. Morgan Chase has used AI technology, including Large Language Models (LLMs) to improve payment validation screening and processing. By deploying these models, J.P. Morgan Chase has reduced fraud levels, improved customer experience, and cut account validation rejection rates by 15-20%. In June of 2023, Microsoft announced a partnership with Moody’s Corporation to create new data and risk management tools for the financial services industry based on Microsoft’s Azure OpenAI Service— another exciting step for GenAI in finance.
A major use case for Generative AI in the Telecom industry is network optimization, which uses generative models to design and optimize telecommunication networks to maximize capacity, efficiency, and effectiveness. For example, GenAI can be used to predict network demand based on historical data, enabling providers to increase capacity at peak hours. Ericsson, a leading provider of telecom infrastructure, offers AI-based network optimization services globally. Customers using this service include India’s Airtel, Indonesia’s XL Axiata, Pakistan’s Jazz, and more.
Telecom companies like AT&T are also deploying GenAI to boost employee efficiency. In June of 2023, AT&T launched Ask AT&T, a Generative AI tool that uses OpenAI’s ChatGPT functionality and AT&T’s internal knowledge to help employees. So far, Ask AT&T’s has improved the productivity of software developers, simplified internal resources, and helped translate documents.
In the healthcare industry, GenAI models are particularly useful for drug discovery. Models can accelerate the lengthy research and development process by designing molecular structures for potential new drugs. In 2023, Insilico Medicine’s Pharma.AI platform developed a novel treatment for cancer tumors that received FDA approval for clinical trials— a milestone for GenAI-produced drugs. Additionally, Roche subsidiary Genentech announced a strategic partnership with NVIDIA to discover, develop, and deliver new drugs more efficiently using GenAI.
Another use case for GenAI is medical imaging, where doctors and researchers can enhance patient medical images and receive assistance in detecting diseases. Aidoc, an AI-powered radiology company, uses generative models to improve the accuracy of medical image analysis, helping doctors detect abnormalities in CT scans. Siemens’ Deep Resolve Boost product aids in “denoising” MRI scans to enhance the resolution of images, and reduces the time required to produce a medical scan.
In the hospitality and travel industry, GenAI tools are enhancing customer support and customizing travel plans. Since 2017, travel booking platforms including Expedia, Booking.com, Marriott International, and Hilton Hotels have used GenAI-powered chatbots to assist users with travel questions, booking changes, and other support requests.
Advanced chatbots are helping businesses offer their customers even more travel support and personalization. Kayak and Expedia announced their integrations with ChatGPT in March 2023, creating virtual travel assistants that allow customers to ask questions like “Where can I fly to from NYC for under $500 in April?” and receive personalized recommendations. In June of 2023, Airbnb’s CEO announced plans to build the “ultimate AI concierge” that learns about a user overtime to create a tailored customer experience.
GenAI technology offers a wide range of benefits including rapid content generation, data augmentation, personalized solutions, and fostering creativity.
GenAI models can streamline the creative process by quickly producing high-quality content, like text, images, videos, music, or art, tailored to a user’s specific requirements. This is very useful for developing creative projects, creating original marketing materials, conducting research, brainstorming ideas, writing articles and summaries, and much more.
Generative AI helps augment datasets by creating synthetic data that mimics an original dataset. There are many applications for data augmentation, including the creation of synthetic images, videos, text, audio, code and more. This is highly valuable for training Machine Learning programs, where providing larger and more diverse datasets helps improve the performance and accuracy of models.
Generative AI can analyze an individual's preferences, demographic profile, interests, and past behaviors to provide personalized recommendations. Applications include customized content suggestions on video streaming platforms, news feeds, and music streaming services. GenAI can also personalize product recommendations, health and fitness advice, diet and meal planning, style and fashion suggestions, and much more.
GenAI technology helps foster creativity in a variety of ways, including through style transfer, image manipulation, and art creation. For example, models like DeepDream allow a user to enter a text description of a desired artistic image, specify stylistic features, and receive an original image that brings their idea to life. GenAI can be used to generate music, poetry, architectural designs, virtual gaming worlds and more, allowing users to create unique art in a matter of seconds.
Although GenAI technology is progressing quickly, there are still limitations that must be considered. These limitations include the need for large training datasets, massive computational requirements, and the potential for generating misleading information.
Generative AI models offer many exciting benefits and use cases, but there are serious concerns including the spread of misinformation, artistic plagiarism, and issues of hallucinations, bias and ethics, and privacy.
When deploying Generative AI technology, it is essential to adhere to best practices including employing models through validation, understanding the model’s limitations, ensuring ethical use, and monitoring for biases continuously.
Earlier we discussed popular GenAI tools including Dall-E, ChatGPT, Bard, and MosaicML. Other interesting tools include StyleGAN for image manipulation, MuseNet for music composition, PoemPortraits for poems and visual art, and Codex for code generation. Let’s explore these models in brief:
Generative AI, predictive AI, and conversational AI are common types of AI models that are related but have some specific differences.
Generative AI refers to models like OpenAI’s ChatGPT that use machine learning to understand patterns within a dataset and then produce outputs based on their training when prompted. They can generate original content that closely resembles their training data, including text, images, audio, video, datasets, and more.
Predictive AI and Conversational AI are two distinct types of Generative AI models.
Predictive AI is a type of GenAI model that uses machine learning to analyze patterns in historical data and forecast upcoming trends or outcomes. For example, weather forecasting systems can use Predictive AI to study previous weather patterns and make predictions about future weather conditions.
Conversational AI is a type of GenAI model that specializes in facilitating human-machine dialogue by creating systems that can engage in natural conversations with users. As exemplified by chatbots, these systems use natural language processing and machine learning to understand and respond to user inputs in a human-like manner.
In an August 2023 report, McKinsey predicts that for a range of capabilities—including social, emotional, and logical reasoning, natural language understanding, and problem solving— GenAI will perform at a median human level by 2030.
Let’s discuss more specific possibilities for the future of GenAI: