The research focuses on the role of generative AI in developing creative and critical skills in students and teachers in various educational contexts in the system of higher education, such as the formation of creative thinking, critical analysis, and problem-solving in students and teachers. The authors demonstrate how different generative AI models, such as large language models (LLMs) and AI art generators, can be used to create new content in different areas of knowledge and support dialogue and reflection by students during creative activities. The authors emphasize the need to develop ethical principles and standards for generative AI in education and consider pedagogical goals and contexts. The authors analyzed current discussions and expert assessments in the Russian professional community regarding the use of generative AI in education. This research employs the results of studies of Russian educational organizations on the demand for AI technologies in the higher education system.