How to get Google generative AI?

Could you please elaborate on the process of obtaining access to Google's generative AI capabilities? Are there specific requirements or qualifications that need to be met? Are there any costs associated with utilizing these AI tools? Additionally, could you provide any insights into the potential benefits and use cases of leveraging Google's generative AI for businesses and individuals? I'm particularly interested in understanding how it could be Leveraged for enhancing productivity, automating tasks, or even for creative purposes such as content generation.