# Generative AI

Generative AI is AI that creates something new, such as text, images, audio or video, from a description you type in.

Source: https://ibenta.no/en/glossary/generative-ai
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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Older AI was mostly built to sort and recognise, such as telling spam apart from ordinary email. Generative AI produces. ChatGPT, Claude and Gemini write text, while other tools make images, voices and short videos. What you type in is called a [prompt](/en/glossary/prompt).

## What a small business can use it for

First drafts of service texts, headline suggestions, illustrations for a blog post or a summary of a long quote. It saves time on the blank page. But what comes out is a draft. Text can contain mistakes that sound right, and images can show things that do not exist, like a workshop you do not have or staff who do not work for you.

Content that looks like everything else does not make you any easier to choose, either. Use AI for the raw material and add what only you know: prices, examples, local knowledge and how you actually work. That applies to [content marketing](/en/glossary/content-marketing) too.

## Go through what you have already published

Look over your website for texts and images made with AI. Check that every number and claim is correct, and that the images do not show anything that is not yours. Fix what is wrong. Rules on labelling AI content are also on the way, and we have written about [what applies in Norway and the EU](/en/blog/ai-labelling-eu-act-2026).