Exploring the role of Generative Artificial Intelligence (Gen AI) in content production in galleries, libraries, archives, and museums (GLAM) is crucial for future service innovation and for optimizing user experiences. This study focuses on nine Gen AI projects in GLAM, analyzing their content production characteristics and categorizing their content production into descriptive, collaborative, and original types. This study found that Gen AI serves as a productivity tool, an inspiration for creativity, and an independent creator in GLAM. Gen AI serves different emphases in the content production of different types of GLAM. However, sustainability challenges for Gen AI in GLAM remain. This study can serve as a reference for GLAM from different cultural backgrounds as they navigate changes in content production.