AI had so far found applications mostly in data-driven and analytical workflows. The field of creativity had been seen as far from the capabilities of artificial intelligence. This has now changed with the new wave of Generative AI, an emerging AI frontier that uses models trained on a large data set of content medium (text, images, audio, video) to create something new instead of just analyzing existing things. Generative AI is quickly becoming comparable or even better to human creation while also being faster and cheaper. These open applications in various industries, such as marketing, advertising & sales, media, gaming, graphic design, product design, law, coding, architecture and much more. Generative Ai might completely replace certain functions while only enhancing human creative work in others. This brings huge opportunities but also opens up ethical challenges. The models behind Generative AI are often trained on copyrighted material, which poses the question of the IP and revenue sharing to the original creators. The field is rapidly expanding to the concept of Generative Tech as the next step in software, where these deep learning models can collaborate with humans to generate new content and ideas and unlock a new era of human creativity. The landscape includes 400+ generative AI startups, you can explore here the full 1400 generative AI startups tracked in Dealroom.