The widespread use of generative AI has led to misuse and attempted misuse of the technology in a variety of areas. Generative AI is creating its own products from a wide range of data on the Internet, which is leading to the production of misinformation. As a result, legal responsibilities such as authenticity determination and copyright are unclear, and calls for regulatory legislation are growing. While many countries are preparing to regulate AI, the U.S. and the EU are leading the way in regulating generative AI. Switzerland is feeling the pressure of the EU's strong AI regulation, but there is a consensus that it should adopt the EU's AI legislation when it comes into force, rather than propose its own AI regulations. However, Switzerland is one of the last countries to respond to the regulation, and although it is not a member of the EU, it is keeping pace with the EU's regulatory movements, so this study attempts to identify the regulatory trends related to generative AI and to distinguish the types of regulations through the case of Switzerland. As AI is an area of economic and security technology, Switzerland approaches it from the perspective of industrial competitiveness, and we found that market-driven self-regulation is central, but regulation is mainly carried out through state-led soft legislation and coordination councils that promote self-regulation.