Abstract:Next-generation (xG) wireless networks, with their complex and dynamic nature, present significant challenges to using traditional optimization techniques. Generative AI (GAI) emerges as a powerful tool due to its unique strengths. Unlike traditional optimization techniques and other machine learning methods, GAI excels at learning from real-world network data, capturing its intricacies. This enables safe, offline exploration of various configurations and generation of diverse, unseen scenarios, empowering proactive, data-driven exploration and optimization for xG networks. Additionally, GAI's scalability makes it ideal for large-scale xG networks. This paper surveys how GAI-based models unlock optimization opportunities in xG wireless networks. We begin by providing a review of GAI models and some of the major communication paradigms of xG (e.g., 6G) wireless networks. We then delve into exploring how GAI can be used to improve resource allocation and enhance overall network performance. Additionally, we briefly review the networking requirements for supporting GAI applications in xG wireless networks. The paper further discusses the key challenges and future research directions in leveraging GAI for network optimization. Finally, a case study demonstrates the application of a diffusion-based GAI model for load balancing, carrier aggregation, and backhauling optimization in non-terrestrial networks, a core technology of xG networks. This case study serves as a practical example of how the combination of reinforcement learning and GAI can be implemented to address real-world network optimization problems.