Let A be a non-zero positive bounded linear operator on a complex Hilbert space (H, •, • ). Let ω A (T ) denote the A-numerical radius of an operator T acting on the semi-Hilbert space (H, •, • A ), where x, y A := Ax, y for all x, y ∈ H. Let N A (•) be a seminorm on the algebra of all A-bounded operators acting on H and let T be an operator which admits A-adjoint. Then, we define the generalized A-numerical radius aswhere T ♯A denotes a distinguished A-adjoint of T . We develop several generalized A-numerical radius inequalities from which follows the existing numerical radius and A-numerical radius inequalities. We also obtain bounds for generalized A-numerical radius of sum and product of operators. Finally, we study ω NA (•) in the setting of two particular seminorms N A (•).