Day: July 9, 2024

In today’s hyper-connected world, our reliance on digital technologies has created a vast and complex landscape, one that unfortunately attracts malicious actors. Cybersecurity is the practice of protecting our digital assets, information, and systems from unauthorised access, use, disclosure, disruption, modification, or destruction. It is the digital armour that shields our businesses, personal data, and critical infrastructure from the ever-evolving threats posed by cybercriminals.

The stakes have never been higher. Cybercrime is a booming industry, costing businesses trillions of dollars globally each year. This Is not just a statistic, it translates to real-world consequences. A successful cyberattack can cripple a company’s operations, erode customer trust, and inflict significant financial damage.

In this article, we will learn about what does cybersecurity protect and what kind of threats it protects us from. By understanding the cybersecurity landscape and taking proactive measures, companies and even individuals can significantly reduce the risk of falling victim to cyberattacks. Let us learn more.

Understanding the Cost and Financial Impact of a Cyber Breach

Before we delve into the cybersecurity threats and strategies for mitigation, let us first find out the financial damage caused by cyberattacks (aside from data loss and many other damages). Here are the costs incurred when a cyberattack is successfully carried out:

Malware: $23,856 per incident

This is the average cost per incident businesses incur due to malware infections.

Source: IBM Security: Cost of a Data Breach Report 2023

Phishing Attacks: $3.9 million per incident

This is the staggering average cost businesses face when falling victim to phishing scams.

Source: Verizon 2023 DBIR (Data Breach Investigations Report)

Denial-of-Service (DoS) Attacks: $100,000 per hour) 

This is the immense financial losses businesses experience per hour during such attacks.

Source: Gartner: Cost of DDoS Attacks

So the answer to “what does cybersecurity protect” would be “everything” as these attacks lead to great financial losses, regardless of the asset or data that got compromised.

Common Cybersecurity Threats and Attacks

The digital landscape is teeming with malicious actors wielding a diverse arsenal of cyber threats (threat definition cybersecurity: any attack that can lead to losses or damages). Let us delve into the most common ones and equip you with the strategies for mitigation to combat them:

Malware

Malware are fundamentally any malicious program that is intended to cause harm to target computing systems. Here are some:

• Viruses: These malicious programs self-replicate by attaching themselves to legitimate files. Once a user opens an infected file, the virus can spread throughout the system, corrupting data and disrupting operations.
• Worms: Similar to viruses, worms can self-replicate, but they exploit network vulnerabilities to spread from device to device without requiring user interaction.
• Ransomware: This particularly nasty form of malware encrypts a victim’s data, essentially holding it hostage. Attackers then demand a ransom payment in exchange for the decryption key.

Real-World Example: The 2021 ransomware attack on Colonial Pipeline, a major fuel pipeline operator in the United States, crippled fuel distribution for several days. The attack resulted in millions of dollars in ransom payments and widespread gas shortages.

Phishing

Phishing attacks are a deceptive attempt to trick victims into revealing sensitive information, such as passwords or credit card details. Attackers often use tactics like:

• Spoofed Emails: Emails disguised to appear from legitimate sources (e.g., banks, social media platforms).
• Urgency and Scarcity: Creating a sense of urgency or exploiting fear of missing out (FOMO) to pressure victims into clicking malicious links.
• Suspicious Attachments: Attaching infected files or documents that appear enticing but compromise systems upon opening.

To empower your employees to identify phishing attempts, you can create a “Phishing Email Spotting Checklist.” This checklist would outline key red flags to watch out for, such as:

1. Mismatched Sender Addresses: Does the email address look slightly off compared to the legitimate sender’s address?
2. Generic Greetings: Beware of generic greetings like “Dear Customer” instead of personalisation.
3. Grammatical Errors and Typos: Professional organisations rarely send emails riddled with errors.
4. Suspicious Links and Attachments: Hover over links before clicking to see the actual destination URL. Do not open attachments unless you were expecting them from a trusted source.

Social Engineering

Social engineering exploits human psychology to manipulate victims into divulging confidential information or granting unauthorised access to systems. Attackers employ various tactics, including:

• Pretexting: Creating a fabricated scenario to gain a victim’s trust, such as impersonating IT support and requesting login credentials.
• Quid Pro Quo: Offering something in exchange for sensitive information, like fake technical support promising to fix a non-existent issue.
• Baiting: Luring victims with tempting offers or exploiting curiosity to click on malicious links or download infected files.

Case Study: In 2016, attackers successfully breached the computer network of the Democratic National Committee (DNC) using a combination of spear phishing emails and social engineering techniques. By impersonating legitimate sources, attackers tricked DNC staff into clicking on malicious links and revealing login credentials. This attack highlights the importance of employee awareness and training to identify social engineering tactics.

Denial-of-Service

A Denial-of-Service (DoS) attack aims to overwhelm a website or online service with a flood of traffic, rendering it inaccessible to legitimate users. Imagine a crowd blocking the entrance to a store, that is the basic idea behind a DoS attack. Businesses that rely heavily on online services, like e-commerce platforms or financial institutions, are particularly vulnerable to DoS attacks.

Here are some strategies businesses can adopt to mitigate DoS attacks:

• Implementing DDoS protection services: These services can detect and filter out malicious traffic before it disrupts operations.
• Limiting login attempts: This can help prevent brute-force attacks, a common technique used in DoS attacks.
• Having a backup plan: A disaster recovery plan ensures business continuity even if a DoS attack occurs.

Zero-Day Threats

Zero-day attacks exploit previously unknown vulnerabilities in software or systems. These attacks are particularly dangerous because security patches have not been developed yet. The importance of staying updated with the latest security patches and software updates cannot be overstated in mitigating zero-day attacks.

Insider Threats

Do not underestimate the threat posed by insiders. Disgruntled employees, contractors, or even business partners with authorised access can misuse their privileges to steal data, disrupt operations, or launch cyberattacks.

Here are some strategies for mitigating insider threats:

• Implement strong access controls: Granting access only to the data and systems employees absolutely need for their job functions minimises the potential damage an insider can inflict.
• Regular monitoring and auditing: Monitor user activity and system logs to detect suspicious behaviour that might indicate an insider threat.
• Background checks and security awareness training: Conduct thorough background checks on potential employees and contractors, and provide ongoing security awareness training to educate employees on insider threats and best practices.

Essential Cybersecurity Measures

In today’s digital age, fortifying your defences is paramount. Now that we know what does cybersecurity protect, let us find out about some essential cybersecurity measures. Here is your arsenal to build a robust cybersecurity posture and safeguard your digital assets:

Network Security

Your network is the gateway to your data. Here are crucial tools to secure it:

• Firewalls: These act as digital gatekeepers, filtering incoming and outgoing traffic based on predefined security rules. They block unauthorised access attempts, preventing malicious actors from infiltrating your network.
• Intrusion Detection/Prevention Systems (IDS/IPS): These systems continuously monitor network activity for suspicious behaviour. IDS systems detect potential threats, while IPS systems actively prevent them from causing harm.
• Network Segmentation: Dividing your network into smaller segments can minimise the impact of a security breach. If one segment gets compromised, the damage is contained, preventing attackers from accessing your entire network.

Assessing your current network security posture is crucial. You should follow a solid roadmap to evaluate your defences and identify areas for improvement. This roadmap would cover aspects such as:

• Firewall configuration and rule management
• IDS/IPS deployment and monitoring
• Network segmentation strategies
• Secure remote access protocols

Endpoint Security

Every device connected to your network is a potential entry point for cyberattacks. Endpoint security solutions provide vital protection for these devices:

• Antivirus and Anti-malware Software: These traditional solutions scan devices for known malware threats and prevent them from infecting your systems.
• Endpoint Detection and Response (EDR): EDR solutions go beyond basic antivirus by providing real-time monitoring, threat detection, and response capabilities. They can identify and neutralise even sophisticated zero-day attacks.

Choosing the right endpoint security solution depends on your specific needs and budget. Here is a comparison chart to help you navigate the options:

Data Security

Data is the lifeblood of any organisation. Here is how to ensure its confidentiality and integrity:

• Data Encryption: Encryption scrambles data using a secret key, rendering it unreadable to unauthorised users. This protects sensitive information even if it is intercepted during a cyberattack.
• Access Controls: Implementing access controls ensures that only authorised users can access specific data based on their job roles. This principle of “least privilege” minimises the potential damage if access credentials are compromised.

A well-defined data security policy outlines your organisation’s approach to protecting sensitive information. You should follow a recognised data security framework for crafting your own policy, covering aspects such as:

• Data classification guidelines
• Access control procedures
• Data encryption standards
• Data breach reporting protocols

Strong Passwords & Multi-Factor Authentication (MFA)

Passwords are the first line of defence for user accounts. Here is how to fortify them:

• Strong Passwords: Encourage the use of complex passwords with a combination of uppercase and lowercase letters, numbers, and symbols. Avoid using easily guessable words or personal information.
• Multi-Factor Authentication (MFA): MFA adds an extra layer of security by requiring a secondary verification factor beyond just a password, such as a code from an authentication app or fingerprint verification. This significantly reduces the risk of unauthorised access even if attackers steal a password.

Equipping your employees with the knowledge to create and manage strong passwords is vital. We should always promote generating secure and memorable passwords for personal and business accounts.

Employee Training & Awareness

Employees are often the first line of defence against cyberattacks. Investing in cybersecurity awareness training empowers them to identify threats and make informed decisions online:

• Security Awareness Training: Regular training sessions educate employees on various cyber threats, social engineering tactics, and best practices for secure online behaviour.
• Phishing Simulations: Simulating phishing attacks allows employees to test their skills in identifying suspicious emails and helps them learn from their mistakes in a controlled environment.

We understand that developing training materials can be time-consuming but it is extremely important for streamlining cybersecurity processes. Companies should offer downloadable cybersecurity awareness training materials to their employees, including:

• Presentations on common cyber threats
• Interactive quizzes and exercises
• Short explainer videos on key security concepts

Regular Backups & Disaster Recovery

Even with the most robust defences, cyberattacks can happen. Here is how to ensure business continuity:

• Regular Backups: Regularly backing up your data to a secure offsite location allows you to recover critical information in the event of a cyberattack, hardware failure, or natural disaster.
• Disaster Recovery Plan: A well-defined disaster recovery plan outlines the steps your organisation will take to resume operations after a disruptive event. It should include procedures for data recovery, system restoration, and communication with stakeholders.

Creating a comprehensive disaster recovery plan can seem daunting but it is necessary. It should have a structured approach that covers aspects like:

• Identifying critical business functions
• Risk assessment and mitigation strategies
• Data backup and recovery procedures
• Business continuity communication plan

By implementing these essential cybersecurity measures and empowering your employees, you can build a strong digital fortress and significantly reduce the risk of falling victim to cyberattacks. We should always remember that cybersecurity is an ongoing process, stay vigilant and adapt your defences as new threats emerge.

If you wish to become a cybersecurity expert, you can enrol in the Advanced Certificate in

Cybersecurity and Blockchain by E&ICT IIT Guwahati. This cybersecurity course will help you become an effective cybersecurity professional capable of protecting an organisation’s data and assets.

Advanced Cybersecurity Safeguards

While the essential measures outlined previously form a solid foundation, cybersecurity is an ever-evolving battlefield. In this kind of modern warfare where threats are always evolving and getting more effective, advanced strategies for mitigation are needed. These advanced safeguards, implemented alongside the essential measures outlined earlier, provide a comprehensive approach to cybersecurity.

Here, we delve into advanced strategies for mitigation to further fortify your digital defences:

Vulnerability Management

Vulnerability management is the systematic process of identifying, prioritising, and patching vulnerabilities in your software and systems. Here is why it is crucial:

• Exploited vulnerabilities are the entry points for many cyberattacks. Regular vulnerability assessments help identify these weaknesses before attackers do.
• Patching vulnerabilities is like repairing those loopholes or weaknesses in your defences, closing the gaps that attackers could exploit.

Security Information and Event Management (SIEM)

Security threats come from various sources such as suspicious login attempts, malware infections or network traffic anomalies. SIEM solutions act as your central nervous system for security, offering:

• Real-time monitoring and analysis of security events from various devices and applications across your network.
• Log aggregation and correlation. SIEM gathers data from diverse sources, consolidates it into a single platform, and identifies patterns that might indicate a potential security breach.
• Incident alerting and investigation. SIEM can automatically trigger alerts when suspicious activity is detected, allowing you to investigate and respond to potential threats promptly.

Penetration Testing

Think of penetration testing as a controlled ethical hacking exercise. Security professionals simulate real-world cyberattacks to identify vulnerabilities in your systems and network defences. Here is how it benefits you:

• Proactive identification of weaknesses: Penetration testing helps uncover security gaps that attackers might exploit before they launch a real attack.
• Improved defence strategies: By understanding how attackers might infiltrate your systems, you can prioritise patching vulnerabilities and strengthen your defences accordingly.
• Enhanced security posture: Regular penetration testing helps ensure your organisation stays ahead of the curve and maintains a robust security posture.

The Evolving Threat Landscape

The cybersecurity landscape is akin to a chameleon, constantly changing colors and adapting tactics. Here is why staying informed is paramount:

• New threats emerge all the time. Cybercriminals are constantly devising new techniques to exploit vulnerabilities. Being aware of the latest threats allows you to proactively take steps to mitigate them.
• Security best practices evolve. As threats change, so do the best practices for defending against them. Staying updated ensures your cybersecurity strategies remain effective.

Staying Informed

Equipping yourself with knowledge is your greatest defence. Here are some reputable resources to keep you informed about emerging cybersecurity threats and trends:

Websites:

• The National Institute of Standards and Technology (NIST) Cybersecurity Framework (https://www.nist.gov/cyberframework) provides a comprehensive framework for managing cybersecurity risk.
• The Cybersecurity & Infrastructure Security Agency (CISA) (https://www.cisa.gov/) offers valuable resources on various cyber threats and best practices for mitigation.

Publications:

• SecurityWeek (https://www.securityweek.com/) offers a wealth of news and analysis on cybersecurity threats, vulnerabilities, and security solutions.
• SC Magazine (https://www.scmagazine.com/) is another industry publication providing in-depth coverage of cybersecurity news, trends, and best practices.

The Key to Success

Now that you know the answer to “What does cybersecurity protect?”, it is important to understand that cybersecurity is not a one-time fix, it is an ongoing process. Here is how to ensure your defences stay strong:

• Regularly review and update your cybersecurity policies and procedures. As threats evolve, so should your defences.
• Conduct periodic security assessments and penetration testing. Identify and address emerging vulnerabilities before they become critical issues.
• Foster a culture of security awareness within your organisation. Educate your employees on cybersecurity best practices and encourage them to report suspicious activity.

Building a Culture of Cybersecurity

In today’s digital age, cybersecurity is no longer optional, it is a strategic imperative. By adopting a proactive approach and fostering a culture of security awareness within your organisation, you can significantly reduce your cyber risk and safeguard your valuable assets.

Shifting from Reactive to Proactive

Reactive cybersecurity is akin to closing the barn door after the horses have bolted. A proactive approach emphasises prevention and preparedness. By implementing the essential and advanced safeguards outlined in this guide, you can anticipate threats and build robust defences before attackers strike.

Fostering a Culture of Security Awareness

Your employees are your first line of defence. By fostering a culture of security awareness, you empower them to identify threats, make informed decisions online, and report suspicious activity.

Here are some key strategies to cultivate this culture:

• Regular Security Awareness Training: Invest in ongoing training programs to educate employees on cybersecurity best practices, common threats, and social engineering tactics.
• Phishing Simulations: Simulate phishing attacks to test employees’ ability to identify suspicious emails and provide real-world learning experiences.
• Open Communication: Encourage employees to report suspicious activity or concerns without fear of reprisal. Foster a culture of open communication where security is everyone’s responsibility.

Wrapping Up

By prioritising cybersecurity, building strong defences, and empowering your employees, you can navigate the ever-evolving threat landscape with confidence. Remember, cybersecurity is a journey, not a destination. Embrace continuous improvement, stay informed, and adapt your strategies to stay ahead of the curve. Together, we can create a more secure digital future for everyone.

Finally, by staying informed, continuously adapting your strategies, and fostering a culture of security awareness, you can build a resilient digital posture that can withstand even the most sophisticated cyberattacks. So, what does cybersecurity protect? All of us. Me, you and everybody else. Remember, cybersecurity is a shared responsibility, let us work together to create a safer digital world. 

Wish to become a cybersecurity expert? You can enrol in Imarticus Learning and IIT Guwahati’s Advanced Certificate in Cybersecurity and Blockchain to become a cybersecurity professional. This cybersecurity course will open up new doors for you in the domain of cybersecurity.

Frequently Asked Questions

1. I keep hearing about phishing attacks, what are they and how can I avoid them?

Phishing emails (or messages) try to trick you into clicking malicious links or downloading infected attachments. They often appear to be from legitimate sources like your bank or employer. Be cautious of suspicious emails, don’t click on unknown links, and verify sender legitimacy before opening attachments.

• What are some common cybersecurity threats for businesses?

Businesses face various threats, including malware attacks (viruses, ransomware), data breaches, and unauthorised access attempts. These can disrupt operations, damage reputations, and result in financial losses.

• What’s the best way to protect my business from cyberattacks?

There is no single solution, but a layered approach is key. Implement strong passwords, install security software, educate employees on cybersecurity best practices, and regularly back up your data. Consider security audits to identify vulnerabilities in your systems.

• What should I do if I suspect a cyberattack on my business?

Act swiftly. Isolate affected devices, disconnect from networks, and report the incident to the relevant authorities. If ransomware is involved, don’t pay the ransom – seek professional help for data recovery.

As generative AI takes over, a tidal wave of innovation is set to hit all sectors. It will help create ground-breaking marketing campaigns, design new products, and develop code ideas—all in one go! That is the power that generative AI applications put in your hands. 

This blog explores the numerous ways generative AI is being used in the real world. We explore areas of marketing, design, science, and manufacturing. 

Definition of Generative AI

Generative AI, short for generative artificial intelligence, is a type of AI that can create new data —text, images, music, or code. It works by learning the patterns and relationships within a massive dataset of existing content. 

It is similar to having a giant library with books on every topic. Generative AI applications read all these, learn the rules of grammar, sentence structure, and storytelling, and then use that knowledge to write their own stories.

Here’s how it works:

• Training: Generative AI models are trained on massive datasets. This could be millions of images, lines of code, or pieces of music.
• Pattern recognition: As the model is trained, it recognises patterns and relationships within the data. It learns to recognise the elements that make up a cat picture, a pop song, or a computer program.
• Content creation: Once trained, the model can use that knowledge to generate new content. It can create realistic images of cats that have never existed, compose music in a specific genre, or write code for a new software program.

After all, what is generative AI if it isn’t about diversification?

Examples of Generative AI

Generative AI is an emerging field with many applications. We’re already seeing it used in:

• Marketing: New ad copy, product descriptions, and social media content.
• Art and design: New design ideas, unique visual content, and music.
• Science and engineering: Drug discovery, materials science, and new product development.

Here are some examples of generative AI applications by area of expertise:

1. Text Generation

• Jasper: Marketing copy, blog posts, website content, and scripts.
• Writesonic: Product descriptions, social media posts, and email marketing campaigns.
• Scribe: Academic and professional writing, research, summarising articles and reports.

Image Generation

• DALL-E 2: OpenAI’s tool that turns text descriptions into photorealistic images.
• Midjourney: Image generation platform for creative and artistic outputs.
• NightCafe Creator: Digital artwork based on user prompts and artistic styles.

Code Generation

• Github Copilot: AI assistant for programmers that suggests code completions and functions based on context.
• Tabnine: Code completion tool that learns from your coding style.
• DeepCode: Code quality improvement.

In terms of miscellaneous activities, here’s more of what generative AI applications can perform:

• Murf.ai: Voiceovers in many styles and languages.
• Amper Music: Music to your preferences and mood.
• Synthesia: Videos from text inputs. AI presenters.

Generative AI Applications

Generative AI deals with multitudes of industries. Its applications are known to have worked within these industries successfully:

Marketing and Advertising

Marketing has gotten even more creative with generative AI applications. Here’s how generative AI is making marketing effective:

• Personalised messages for everyone: What is generative AI but a haven for human interaction? No more one-size-fits-all marketing! Generative AI can create content, like ad copy and social media posts, that talks directly to each person’s interests. Not just that, a recent report even showed how over 44% of marketers use GenAI solely for email copy while others depend on it for social media copies.
• Visuals in a flash: Creating great images and videos is a pain. Generative AI can create unique visuals for your brand and campaign in seconds, saving you time and money. Access fresh content, constantly, without the hassle.
• Testing made easy: Finding the perfect marketing message is similar to finding a needle in a haystack. Generative AI can create multiple versions of ads and headlines, and you can test them all quickly to see what works best. It’s like having a million test audiences at your fingertips!
• Targeting like a professional: The definition of Generative AI extends to analysing tons of data to know what people want. You can precisely target your ads, making them reach the right people with the right message at the right time. To learn more, opt for generative AI courses like the Advanced Certificate Programme in Generative AI by Imarticus.

Here are a few popular examples of where we can experience Gen AI:

• Netflix: A movie trailer made just for you, highlighting the bits you’ll love most. That’s what Netflix does with generative AI, and it keeps people hooked.
• Uber: Ever get an Uber email with a special offer just for you? Generative AI applications like this use your past rides to suggest deals that make sense and keep you seeking more.
• BBC: The BBC uses generative AI applications to create personalised social media posts based on your viewing habits so you discover various content.

Software Development

The definition of Generative AI is incomplete without the mention of software development. This technology allows you to write repetitive code snippets. 

Moreover, you can use it for suggestions to solve problems and even instruct it to catch bugs before they sabotage your code. Moreover, 91% of Deloitte professionals believe in the power of Generative AI applications to improve organisational productivity.

Let’s look at some examples:

• Github Copilot: This popular tool is like an AI assistant regarding generative AI applications. It suggests code completions and functions as you type.
• Tabnine: Another code completion tool, Tabnine learns your coding style and preferences over time and gives you suggestions based on how you work. 
• DeepCode: This AI tool goes beyond just writing code. It analyses your codebase to find potential bugs and security vulnerabilities so you can write cleaner and more secure software.

Financial services

Generative AI applications create entirely new data and are moving quickly across industries. Below are a few ways generative AI is disrupting industries:

• JPMorgan Chase: Experiment with generative AI to analyse data and find trading opportunities.
• HSBC: Use generative AI to create synthetic data for fraud detection models.
• BlackRock: Explore generative AI for portfolio optimisation, building more diverse investment strategies.

Enterprises

Generative AI can automate the mundane —data entry, report generation, and even basic coding. It frees employees to do what they do best: innovate, strategise, and crush those quarterly targets.

Here’s how generative AI applications aid enterprises:

• Personalised customer interaction: Create unique content, targeted marketing materials, and chatbots that truly connect with customers.
• Work smarter: Brainstorm new product ideas, generate design variations, and write basic code for prototypes —all with AI as your partner.
• Data-driven decisions: Analyse massive datasets and find hidden insights to make better business decisions.
• Streamline operations: Less time on admin tasks means more money saved.
• Alleviate marketing and sales: Personalised content creation means higher conversion rates and a stronger brand.
• R&D to the rescue: Bring innovative ideas to market faster.
• Become a risk management expert: Identify and mitigate financial risks before they strike.

Generative Adversarial Networks (GANs) 

Two AI systems are in an artistic battle. One is the generator, trying to create more realistic paintings, and the other is the discriminator, trying to separate the real from the fake. This is the basic idea of Generative Adversarial Networks (GANs), a deep learning technique that explores the limits of artificial creativity. This is where generative AI applications find their extension.

How GANs Work

Here’s an example to get you started: A forger is creating very convincing counterfeits while a detective is trying to catch the forgeries. The forger improves their technique based on the detective’s feedback, and the loop continues. 

In a GAN:

• The generator: Creates new data, like images, text, or music, from random noise.
• The discriminator: Analyses the generated data and tries to determine if it’s real or fake based on its training on real data.

Through this ongoing competition, the generator learns to create increasingly realistic outputs, while the discriminator becomes a sharper critic.

Generative AI Applications Using GANs

Generative AI courses often cover GANs, an integral part of GenAI. GANs are no longer confined to research labs. Instead, you can find them in these areas:

• Art and Design

GANs can create incredibly realistic images in any style. With Generative AI applications, you can generate new fashion designs that capture the essence of a particular era or designer or compose music that seamlessly blends different genres. GANs can even create photorealistic portraits from text descriptions, opening up new possibilities for personalised art.

• Marketing and Advertising

Personalise marketing campaigns by generating targeted visuals or crafting product descriptions for specific demographics. For instance, generative AI applications let GANs create custom social media posts for a user’s interests or generate product mockups. GANs can also generate different ad variations for A/B testing so marketers can optimise their campaigns for maximum impact.

• Drug Discovery and Materials Science

Simulate complex molecules or materials to speed up research and development. GANs can analyse huge datasets of existing molecules and materials and then use that knowledge to generate entirely new ones with specific properties. 

This can lead to breakthroughs in areas like medicine, where GANs can design new drugs with fewer side effects, or in materials science, where GANs can create new materials with better strength, conductivity, or other desirable properties.

• Fashion and E-commerce

Create personalised clothing recommendations based on a user’s style or browsing history. Imagine a virtual stylist powered by GANs who can suggest new outfits that match your current wardrobe or create a look for a special occasion. 

GANs can also create product images for online stores, eliminating the need for expensive photo shoots and allowing for more product views to be shown. 

Summary

Generative AI applications are modifying industries, from automating tasks in companies to creating new art forms with GANs. As this tech matures, the demand for skilled people will skyrocket. 

This is the right time to register for generative AI courses. An Advanced Certificate Programme in Generative AI will give you the knowledge and skills to lead in this space, learn from industry experts, develop practical skills, and move your career forward. 

Don’t miss out –  sign up now and command generative AI!

FAQs

• What is generative AI?

The definition of Generative AI extends to a type of AI that can create entirely new data, such as text, images, music, or even code from inputs in the same format. All you have to do is give it instructions according to the modality of the system. 

• What is the difference between AI and generative AI?

AI is great at data analysis, the foundation for tasks like recommendation systems or fraud detection. Generative AI applications let a specialised type of AI go a step further. It can analyse data and use that knowledge to create new content, like realistic images or new product designs.

• How to use GenAI?

Using GenAI is as simple as it gets. Describe what you want (text, image, code), and feed it data. You will have your AI output in no time.

• What are GenAI examples?

Generative AI applications are widespread in terms of text generation (like AI-written articles), image synthesis (creating images from descriptions), and music composition (generating songs on varied styles).

Artificial intelligence encompasses tasks related to replicating human brain activities such as learning, reasoning, language comprehension, problem-solving abilities, etc., by computers or software-driven robots. Thus, AI is a modern-day technology experiencing speedy evolution with each passing day to match and surpass human intelligence. Machine learning, deep learning, etc., are different specialised verticals of AI. 

In this article, we shall explore in detail the answer to ‘what is generative AI’. We shall also learn about generative AI tools, skills in generative AI and generative AI courses.     

What is Generative AI?

There are several types of artificial intelligence. Some are purely reactive with expertise in only one field, while some respond with limited memory. Robots with “theory of mind” and “self-awareness” are being researched and shall be the future of AI.

However, another type of AI has gained tremendous momentum in recent years—generative AI. Generative AI is a vertical of artificial intelligence tasked with developing new, imaginative, or futuristic content in the form of images, video, written content, etc., from available data. Applications of generative AI are plentiful, including police departments, healthcare, marketing, security, etc.    

In the modern digital economy, generative AI plays a major role, and hence, learning skills in generative AI and expertise in handling generative AI tools can give aspirants a significant edge in the job market. 

What is Generative AI and its benefits? 

Generative AI leverages its huge data bank and realises human inputs to produce desired results. The advantages of generative AI abilities are multi-fold, and benefits can be obtained across many sectors. Some of the benefits of generative AI are as follows –

• Automation 

In digital marketing, even small business houses look forward to automation in some of their basic or routine functions. The main purpose is to deploy fewer human resources and achieve speedier execution. 

• Customisation 

With the help of generative AI, business houses can offer extremely tailor-made services. Based on user inputs and preferences, generative AI activates its recommendation engine to suggest user similar products, services, visuals, articles, etc. 

• Optimisation 

Client behavioural patterns and preferences both change drastically over time. However, organisations must withstand challenges and still be competitive. Generative AI can boost creativity and product design optimisation.

• Enhanced service experience 

Generative AI enhances customer service experience to the next level. Customers may clarify most of their queries with the chatbot services around the clock. Thus, clients get better services, and organisations reduce the cost of excess manpower.

• Reduction in cost and time 

The creativity of generative AI in automation reduces production processes, thus saving both cost and time. Generative AI also analyses client reviews and helps create acceptable, cost-effective, futuristic product designs. 

• Enhanced revenue and profit 

When better customer service is realised, revenue increases. When cost production time is reduced, profit is enhanced.  

Skills in Generative AI

To get a fair idea of ‘what is generative AI’, we need to understand the important skills in generative AI. There are a good number of institutions offering generative AI courses, which can transform the career path of any prospective candidate. Some of the most sought-after skills in generative AI are as follows –

• Natural language processing (NLP) 

Understanding natural human languages is important for replicating human intelligence. Thus, a vast amount of data is collected through different communication channels, such as emails, chats, texts, videos, etc. 

• Deep learning

This specialised type of machine learning is meant for critical (but human-like) decisions through robots. Designed after the neurons of the human brain, the DL method uses several layers of artificial neural networks to achieve its objectives. DL is utilised in industrial manufacturing, self-driven cars and for cancer cell detection.   

• AI Chatbot 

This robotic agent is mainly used to respond to client queries as a customer support function. E-commerce, retail, banking, and insurance sectors use this extensively. However, these services are not completely independent and require human intervention for maintenance and even responding to critical or unique queries.  

• PyTorch 

It is a framework based on the open-source ML library from Facebook. It helps create and train deep learning models and neural networks used in NLP and related software. PyTorch is developed using Python and is extremely popular among Python developers.   

Read more about the reasons behind Python’s popularity in the technology industry.

• Prompt engineering 

This is a skill that creates ideal inputs so that the results produced by generative AI models are useful for their intended purpose. A prompt engineer handholds the entire process of a generative AI model until it reaches its ideal evolution.

• Computational biology 

This skill utilises big data from the biological science field and, with the help of generative AI, understands biological systems, relationships, genetic research and medicine development for new diseases.  

• TensorFlow 

It is a Google-coded open-source ML framework used to create and train neural networks. Because of its creative elements and real-world applications, it is equally appreciated in the AI research and developer communities. 

• AI image generation 

Many generative AI services are available that can create desired images from natural language inputs. This skill is widely used in police services to generate images of alleged criminals.

We can understand what is generative AI by reviewing these top on-demand skill sets. These different skills in generative AI help an aspiring candidate to understand and choose the right skill set as per his or her abilities and likings. It is required to understand that artificial intelligence will require special professionals with desired skill sets. Thus, upskilling is the best mantra to sustain and survive.     

Generative AI Tools

To successfully reflect upon ‘what is generative AI’, we must understand the different generative AI tools and languages that pave the way for a futuristic world of artificial intelligence.

The different generative AI tools or programming tools and software development tools are as follows – 

• Atom 

It is a free, open-source desktop and code editor that works on Windows, Linux and OS X. It performs cross-function editing and is capable of smart auto-completion.

• NetBeans 

It is a Java-based open-source tool capable of quickly developing mobile and desktop apps. It performs static analysis and visual debugger functions.

• CodeCharge Studio 

It is a pre-built rapid application development (RAD) tool meant for data-driven web functions using the internet or intranet with limited coding. It has the feature of a visual integrated development environment (IDE) and code generation.

• Azure 

Azure is a cloud-based MS tool that can deploy AI models as APIs. It performs several important desktop functions, such as storage services, data management, virtual networking, caching, etc.

• Linx 

It is a low-code tool for data centre backend automation. This tool makes web services easier to design and develop.

• Dreamweaver 

It is an Adobe-owned software programming editor tool for developing complex and responsive websites. It supports fast and flexible coding with multi-monitor support.      

• CloudForge 

It is a SaaS platform for cloud-based collaborative application development. It can manage and integrate different development tools and support file sharing and document management. Its visibility and reporting functions are worth mentioning.

• Embold 

It helps to locate the bugs that disturb software’s robustness and maintainability. It generates code problems and security flaws. It is often used in mobile development.

• GeneXus

It is a customer-based platform with digital analytics that creates, automates, and maintains databases and applications in various languages.

• Bitbucket 

It is a browser revision control tool for the software development team to create and review codes. It is also capable of storing large files in Git. 

• Zend Studio 

It is a cloud-based IDE tool for creating, debugging, prototyping and testing mobile and web applications.  

• Crimson Editor   

It is a free MS compact HTML text and code editing tool with syntax highlighting and auto-indentation properties.

All the above-mentioned tools will help the prospective candidate to get an idea about what is generative AI. 

Conclusion

To be a master of generative AI tools, one needs to be a master of programming languages. Some of the top software languages for AI are Python, Java, SQL, C#, C or C++, and R. For a beginner to get a guideline regarding what is generative AI and which language to start with, they need to enrol in good generative AI courses with reputed institutions. 

The Advanced Certificate Programme in Generative AI in Association with E&ICT Academy, IIT Guwahati by Imarticus, will give prospective candidates a massive head start in their careers. The course is 6 months long and includes 140 extra hours. 

Visit the official website of Imarticus for more details. 

FAQs

• How are generative AI tools applied in daily life? 

Productivity and information availability become faster and hassle-free when generative AI is used.

• What is Azure?

Azure is a cloud-based MS tool with the capability of deployment of AI models as APIs.

• What is PyTorch?

It is a framework from an open source ML library on Facebook. 

• What is the full form of  NLP?

NLP stands for Natural Language Processing.