The paper presents a thorough practical study of the generative neural networks phenomenon from the position of possible substitution of essentially creative human labor. The functionality and peculiarities of graphic image reconstruction according to the user's textual request were analyzed. From the economic, market and ideological points of view, and as a result of visual analysis of a typical generation result we found that this phenomenon appears as a «similarity machine», which has the opposite meaning in relation to the essence of human creative potential. This relation opens new dialectical avenues to understanding the manifestations of individuality in the visual arts.