What Is Generative Search?

I went to an event in Brussels for a specific brand and then they took that picture and slapped it on their campaign in Times Square. I mean, this sense of create- this sense of creation. You go back to this phrase, generative search. What is obviously generative versus what could you turn into a generative thing? That might turn out to solve the underlying need more effectively. And where is it that you want something original? You want something that already existed? Where is it thatyou don't care if that didn't exist before?"