Generative artificial intelligence is revolutionizing asset management, an industry with some $1,000 billion under management, by offering innovative solutions to the challenges of pressurized margins, stringent regulations and changing customer expectations. It enables improved analysis and decision-making, personalization of financial advice, and optimizes investment performance. Advances in generative AI, such as generative adversarial networks and autoencoders, enable content creation, market monitoring and decision support. This technology promises to add significant value by personalizing investment recommendations, optimizing portfolios, and strengthening client relationships, positioning asset managers for success in a changing environment.