Abstract This work presents the analysis and design of a generalized proportional integral control strategy for a level control in a coupled tank system, such analysis is made under the active disturbance rejection. The principle objective is to show the advantages of the control strategy generalized proportional integral as to signals tracking and disturbance rejection, compared to conventional control techniques such as the proportional integral derivative control. To validate the process, the modeling of the system was carried out and with this model simulations were carried out under nominal conditions, applying the two control strategies. It was found that the generalized proportional integral control presented a better performance since it achieves a lower mean squared error percentage than the proportional integral derivative control, even in the presence of disturbances.