What the term really means
Artificial intelligence that creates new text, images, audio, video or code from patterns learned from data.
How it works in practice
Generative AI predicts and creates subsequent content elements; it does not hold intent or knowledge in the same way a person does.
The decision to make before implementation
A business workflow should define permitted data, content rights, editorial review and responsibility for the published result.
How to verify that it works
Assess brief compliance, facts, rights, brand consistency, editing time and total workflow cost rather than generation speed alone. Compare results with an agreed baseline and review routine cases, difficult exceptions and human hand-offs separately. A practical Generative AI test should have an owner, a review date and a recorded example of an outcome the team will not accept.
The PAR HOUSE Agency approach
We approach Generative AI from the workflow rather than a tool demonstration. A business workflow should define permitted data, content rights, editorial review and responsibility for the published result. We then build a small measurable scope, record assumptions and expand only after quality review.
