Creativity in the AI Era

Historically, creativity has been the domain of humans – a unique trait that sets us apart. However, with the introduction of Generative AIs like ChatGPT, Bard, LLAMA, and Claude, the line blurs. These systems have shown potential in fields ranging from music to manufacturing, signaling that perhaps creativity isn’t solely a human trait after all.

To break down this phenomenon, we have a pros and cons list:


  • High Fluency & Speed: AI can quickly generate numerous ideas, showcasing exceptional proficiency in fluency.
  • Consistency & Collaboration:These models maintain a consistent style and tone, and when paired with human intervention, can further enhance creativity.
  • Adaptability & Accessibility: AI systems can adapt to various creative domains, making creativity more accessible to the general populace.
  • Data-Driven Insights & Cost-Effectiveness: Using vast datasets, AI offers unique insights and can sometimes be more cost-effective than human resources


  • Lack of Originality & Potential for Plagiarism: AI largely depends on its training data, which might lead to reproducing existing works.
  • Repetition & Lack of Emotional Insight: They might fall into repetitive patterns and cannot infuse personal emotions into their outputs.
  • Inconsistency in Judging Creativity & Ceiling Effect: Their judgment of creativity might not align with human standards, and they could hit a plateau in scoring creativity.
  • Lack of Intentionality & Potential Loss of Human Creativity: The absence of conscious intention and a potential shift towards standardized content could affect human creativity.


Research and AI Creativity

Several studies have aimed to benchmark AI’s creative prowess.

The University of Montana’s study discovered that ChatGPT, leveraging the GPT-4 model, rivals the top 1% of human thinkers in creativity, particularly excelling in fluency and originality. (According to a study published in the Creativity Research Journal, ChatGPT achieved exceptional results in the Torrance Tests of Creative Thinking, commonly used to assess fluency, originality, and flexibility).

Another study, titled “The Creative AI-Land: Exploring new forms of creativity”, assessed the creativity of 50 GPT-3.5 and 50 GPT-4 models. It was found that while GPT-4 was superior in terms of fluency, it often replicated well-known stories. The AI’s own scoring of its creativity didn’t correlate well with human judgments.

A deep dive into the data revealed:

  • GPT-4’s Edge Over GPT-3.5: GPT-4 had a slight advantage in generating ideas. Yet, no significant differences were observed in elaboration, hinting at potential limitations of ChatGPT.
  • Potential Plagiarism & Statistical Responses: ChatGPT occasionally produced texts strikingly similar to known stories, emphasizing its statistical nature.
  • Unreliable AI Judge: ChatGPT’s evaluations of its creativity were inconsistent, hinting at the challenges AI faces in self-assessment.

It’s undeniable that AIs, especially models like ChatGPT, are breaking barriers in the field of creativity. They bring fluency, consistency, and adaptability to the table. However, they also underline the quintessential human traits they lack – originality, emotional insight, and genuine creativity.

While the results are indeed promising, it’s essential to view AI as a collaborative tool rather than a replacement for human creativity. After all, it’s the blend of man and machine that often produces the most groundbreaking results.

Consulente di strategia di marketing e comunicazione online. Ho l'ambizione di disegnare il prodotto del prossimo futuro. Ho creduto nel digitale sin dagli anni dell'università e lavoro in questo settore dal 2000. Ho costruito la mia carriera e le mie conoscenze con la pratica sul campo, lo studio costante e l'aggiornamento quotidiano. Ho progettato l'usabilità, l'interazione utente e il business di molti servizi che stai usando come utente della rete internet o che ti sono noti.