Generative Artificial Intelligence (AI) has witnessed remarkable advancements, igniting interest in various domains, including Higher Education. This research paper explores the impacts and challenges of integrating Generative AI in content creation within Higher Education. We utilise a literature review and case study approach to gain insights into the potential benefits and complexities of implementing Generative AI in educational settings. Specific research questions are formulated to investigate the influence of Generative AI on content creation efficiency, productivity, quality, and adaptability. The paper also highlights ethical considerations and the evolving role of educators in the AI-driven educational landscape. Furthermore, the research paper examines the practical applications of Generative AI tools such as OpenAI GPT, GPT-Neo, Hugging Face's Transformers Library, Cognii, MosaChat-AI, TeacherMatic, and OpenAI Codex in Higher Education content creation. This comprehensive analysis aims to provide educators, instructional designers, and policymakers with valuable insights and concrete examples of how Generative AI can be leveraged to create personalised learning materials, improve assessment strategies, and enhance the overall educational experience for students pursuing advanced technical subjects. The culmination of this research presents a vision for a future where Generative AI, thoughtfully implemented and ethically managed, empowers educational institutions to meet the diverse and evolving needs of learners in the digital era.