This article examines the evolving dynamics between artificial intelligence and human creativity in organizational settings. Drawing on recent empirical research, particularly meta-analyses of generative AI models like GPT-3.5 and GPT-4, the evidence reveals a nuanced relationship where AI demonstrates moderate advantages over humans in certain creative domains while also introducing potential constraints. Organizations face both opportunities and challenges: AI can enhance ideation quantity, but may reduce diversity of ideas without proper intervention. The research highlights promising pathways for effective human-AI creative collaboration, including optimized prompting techniques, complementary team structures, and strategic implementation frameworks. As generative AI becomes increasingly integrated into creative workflows, organizations that understand these dynamics and implement evidence-based practices for human-AI collaboration will gain significant competitive advantages in innovation processes.
Jonathan Westover (Wed,) studied this question.