Generative AI is a subfield of AI that focuses on creating new data, such as texts and images, and has been gaining prominence due to significant advancements in technologies like transformers and large language models. Generative AI can help analyze and improve in-house data through automated data analysis, data augmentation, prototyping and testing, automated content creation, and anomaly detection. However, it also comes with risks and limitations, including data privacy concerns, the quality of generated data, bias and fairness issues, deepfakes and fake news, and copyright issues. Understanding how generative AI works and its capabilities is essential for leveraging its power in various applications.