Generative AI is a branch of artificial intelligence that can autonomously create original content, utilizing machine learning algorithms, neural networks and large language models. AI adoption has grown significantly in recent years, but has plateaued in 2023 due to the need to define and build frameworks for practical implementation. This article looks at the three fundamental concepts in AI implementation: AI-supported, AI-augmented and AI-powered, and outlines the potential of generative AI when correctly defined and implemented.