The approach to creativity in organizations to answer the question “Is AI creatuve?”
DOI:
https://doi.org/10.24215/23143738e163Keywords:
artificial intelligence, human creativity, innovation, 4 P’s model, organizational creativity, organizational managementAbstract
This article analyzes creativity from an organizational perspective, using the conceptual model of the 4 P's (person, process, product, and context) to explore whether artificial intelligence can be considered creative. Based on a theoretical review and practical examples, the paper identifies the conditions under which contributions generated by AI meet creativity criteria, highlighting both similarities and essential differences compared to human creativity. The analysis emphasizes human aspects such as emotional sensitivity, intrinsic motivation, and the ability to reinterpret uncertain situations, characteristics that remain absent in algorithmic systems. The study concludes by proposing a clear and useful framework for organizations to manage creativity, identifying areas where AI can complement, but not replace, human creativity.
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