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Understanding, navigating, and exploring the 3D physical real world has long been a central challenge in the development of artificial intelligence. In this work, we take a step toward this goal by introducing GenEx, a system capable of planning complex embodied world exploration, guided by its generative imagination that forms priors (expectations) about the surrounding environments. GenEx generates an entire 3D-consistent imaginative environment from as little as a single RGB image, bringing it to life through panoramic video streams. Leveraging scalable 3D world data curated from Unreal Engine, our generative model is rounded in the physical world. It captures a continuous 360-degree environment with little effort, offering a boundless landscape for AI agents to explore and interact with. GenEx achieves high-quality world generation, robust loop consistency over long trajectories, and demonstrates strong 3D capabilities such as consistency and active 3D mapping. Powered by generative imagination of the world, GPT-assisted agents are equipped to perform complex embodied tasks, including both goal-agnostic exploration and goal-driven navigation. These agents utilize predictive expectation regarding unseen parts of the physical world to refine their beliefs, simulate different outcomes based on potential decisions, and make more informed choices. In summary, we demonstrate that GenEx provides a transformative platform for advancing embodied AI in imaginative spaces and brings potential for extending these capabilities to real-world exploration.