A book about electrical machines states as below

what happens in a generator of this sort when the load is increased? When
the load supplied by the generator is increased, IL (and therefore IA) increases. As
the armature current increases, the lARA drop increases, so the terminal voltage of
the generator falls.

What I don't understand is what is meant by increasing the load? If the load is increased shouldn't the current through it (IL) decrease? How can IL increase when the load is increased?