AI And Machine Learning | How Generative AI Can Augment Human

Creativity
SubscribeSign In
LatestMagazineAscendTopicsPodcastsStoreThe Big IdeaData & VisualsCase
Selections

AI And Machine Learning

How Generative AI Can Augment Human Creativity
Use it to promote divergent thinking.
by
• Tojin T. Eapen,
• Daniel J. Finkenstadt,
• Josh Folk, and
• Lokesh Venkataswamy
From the Magazine (July–August 2023)
All images
created in this
using the article
prompts were created
light using generative
bulb, flower, AI. These
pastel, geometric images were
shapes,
simplicity, clean lines, and minimal still life. Midjourney
Summary. There is tremendous apprehension about the potential of generative AI—

technologies that can create new content such as text, images, and video—to replace

people in many jobs. But one of the biggest opportunities generative AI offers is to

augment...

• Post
• Post
• Share
• Save
• Buy Copies
• Print
There is tremendous apprehension about the potential of generative AI

—technologies that can create new content such as audio, text, images, and

video—to replace people in many jobs. But one of the biggest opportunities

generative AI offers to businesses and governments is to augment human

creativity and overcome the challenges of democratizing innovation.

Object 2

The term “democratizing innovation” was coined by MIT’s Eric von Hippel, who,

since the mid-1970s, has been researching and writing about the potential for

users of products and services to develop what they need themselves rather

than simply relying on companies to do so. In the past two decades or so, the

notion of deeply involving users in the innovation process has taken off, and

today companies use crowdsourcing and innovation contests to generate a

multitude of new ideas. However, many enterprises struggle to capitalize on

these contributions because of four challenges.

First, efforts to democratize innovation may result in evaluation overload.

Crowdsourcing, for instance, may produce a flood of ideas, many of which end

up being dumped or disregarded because companies have no efficient way to

evaluate them or merge incomplete or minor ideas that could prove potent in

combination.
Second, companies may fall prey to the curse of expertise. Domain experts

who are best at generating and identifying feasible ideas often struggle with

generating or even accepting novel ideas.

Third, people who lack domain expertise may identify novel ideas but may be

unable to provide the details that would make the ideas feasible. They can’t

translate messy ideas into coherent designs.

And finally, companies have trouble seeing the forest for the trees.

Organizations focus on synthesizing a host of customer requirements but

struggle to produce a comprehensive solution that will appeal to the

community at large.

Generative AI tools can solve an important challenge faced in idea

contests: combining or merging a large number of ideas to produce

much stronger ones.

Our research and our experience working with companies, academic

institutions, governments, and militaries on hundreds of innovation efforts—

some with and some without the use of generative AI—have demonstrated that

this technology can help organizations overcome these challenges. It can

augment the creativity of employees and customers and help them generate

and identify novel ideas—and improve the quality of raw ideas. We have

observed the following five ways.

1. Promote Divergent Thinking

Generative AI can support divergent thinking by making associations among

remote concepts and producing ideas drawn from them. Here’s an example of

how we used Midjourney, a text-to-image algorithm that can detect analogical

resemblances between images, to generate novel product designs based on

textual prompts from a human. (We utilized Midjourney, ChatGPT, and Stable

Diffusion for the examples in this article, but they are just a few of a host of

generative AI tools that are now available.) We asked Midjourney to create an

image that combined an elephant and a butterfly, and it produced the chimera

we dubbed “phantafly.”
We then used the detailed rendering from Midjourney to inspire prompts in

Stable Diffusion, another popular text-to-image model. Stable Diffusion

generated a range of ideas for different product categories, including chairs

and artisanal chocolate candies (see images below).

elephant and a butterfly; they dubbed this creation “phantafly” (left). Then the
authors prompted Stable Diffusion to generate designs for chairs and for
artisanal chocolates inspired by “phantafly” (right). Midjourney; Stable
Diffusion
Rapidly and inexpensively producing a plethora of designs in this way allows a

company to evaluate a wide range of product concepts quickly. For example, a

clothing company that uses generative AI to create new designs for T-shirts

could stay on top of trends and offer a constantly changing selection of

products to customers.

Consider another example of how this technology can connect ideas to create

concepts that an individual or a team might never have come up with

themselves. We used ChatGPT, a type of generative AI known as a large

language model, to guide the production of ideas. We asked it to generate

ideas through a process of trisociation by connecting three distinct entities (an

extension of the bisociation creativity technique). Our team gave ChatGPT the

following prompt: “You will play the role of an ideator. You will randomly

generate 10 common nouns. You will then randomly select any two of the 10

nouns. You will then ask me for a third noun. You will generate a business idea

by combining or associating the two nouns you identified and the noun I

identified.”
ChatGPT generated the nouns “food” and “technology.” When prompted, we

provided the additional noun “car.” ChatGPT produced the following business

idea in short order: “A smart food-delivery service that uses self-driving cars to

transport meals to customers. The technology aspect could involve using AI to

optimize delivery routes, track food temperature in real time, and provide

customers with real-time updates on the status of their orders. The service

could target busy professionals and families who want convenient and healthy

meal options without sacrificing taste and quality.”

In a separate round, ChatGPT produced the nouns “airline” and “chair.” When

prompted, we provided “university,” and ChatGPT came up with a business

concept that provides a convenient, cost-effective way for students and

academics to travel to conferences and workshops around the world along with

access to a library of educational books during the flight. It proposed that the

company be called Fly and Study or Edu-Fly.

2. Challenge Expertise Bias

During the early stages of new-product development, atypical designs created

by generative AI can inspire designers to think beyond their preconceptions of

what is possible or desirable in a product in terms of both form and function.

This approach can lead to solutions that humans might never have imagined

using a traditional approach, where the functions are determined first and the

form is then designed to accommodate them. These inputs can help overcome

biases such as design fixation (an overreliance on standard design forms),

functional fixedness (a lack of ability to imagine a use beyond the traditional

one), and the Einstellung effect, where individuals’ previous experiences

impede them from considering new ways to solve problems.

Here’s an example of this process. We asked Stable Diffusion to generate

generic designs of crab-inspired toys but provided it with no functional

specifications. Then we imagined functional capabilities after seeing the

designs. For instance, in the collection of crab-inspired toys shown below, the

image in the top left could be developed into a wall-climbing toy; the image

next to it could be a toy that launches a small ball across a room. The crab on a

plate near the center could become a slow-feeder dish for pets.
The authors asked Stable Diffusion to come up with crab-inspired toy
concepts. Stable Diffusion
This is not a completely novel way to come up with unusual products: Much of

the architecture and ride functionality in theme parks such as Disney World has

been driven by a desire to re-create scenes and characters from a story. But

generative AI tools can help jump-start a company’s imaginative designs.

3. Assist in Idea Evaluation

Generative AI tools can assist in other aspects of the front end of innovation,

including by increasing the specificity of ideas and by evaluating ideas and

sometimes combining them. Consider an innovation challenge where the goal

is to identify ways to minimize food waste. ChatGPT assessed the pros and

cons of three raw ideas: (1) packaging with dynamic expiration dates (labels

that automatically change either the dates or colors based on the

environmental conditions in the places where they are stored); (2) an app to

help users donate food; and (3) a campaign to educate people on types of

expiration dates and what they represent in terms of freshness and fitness for

use. ChatGPT produced a balanced analysis of the pros and cons that mirrored

what we might expect from an exchange between two interested persons

discussing the merits of such ideas.

When ChatGPT evaluated the concept of dynamic expiration-date packaging,

for instance, it determined that it would help consumers better understand the

shelf life of products and encourage food manufacturers to produce smaller

batches that would be replenished more frequently on grocery shelves. In

addition, ChatGPT pointed out that dynamic expiration dates may require

significant changes to the manufacturing and packaging process and as a

result, could increase the costs to both manufacturers and consumers.

ChatGPT determined that the food-donation app could encourage people to use

up their food before it goes bad and reduce food waste by giving unopened,

edible food to those in need. It cautioned that the app may require a large user

base to be effective and that the transportation and distribution of food from a

wide variety of unregulated sources could pose safety concerns.

Generative AI’s greatest potential is not replacing humans; it is to

assist humans in their efforts to create hitherto unimaginable

solutions.

It stated that the pros of an education program for consumers were increasing

consumer awareness of the meaning of different expiration labels and helping

them make more-informed decisions about food purchases and waste. But

ChatGPT warned that this education program could be overly complex because

expiration dates are not standardized across all food products. And it cautioned

that educating users on different types of expiration dates can be costly if the

program is broad in scope, particularly if it involves widespread campaigns or

educational materials.

Generative AI can go beyond simple pros and cons and help humans evaluate

dimensions of creativity such as novelty, feasibility, specificity, impact, and

workability. We asked ChatGPT to assess the same examples using these

criteria.

Here is its assessment of the dynamic expiration-date packaging

concept:
Novelty: Somewhat novel. There have been efforts to develop smart packaging
that can extend the shelf life of food products, but the idea of dynamic

expiration dates is an emerging concept.

Feasibility: May be challenging to implement as it requires the development of

new packaging materials and technologies. It would also require collaboration

with food manufacturers, regulators, and distributors.

Specificity: It’s specific in that it addresses the problem of food waste by

providing consumers with more-accurate expiration dates for their food.

Impact: Could have a significant impact on reducing food waste and improving
food safety. When provided with more-accurate expiration dates, consumers

would be more likely to use their food before it goes bad.

Workability: It would most likely require significant resources and expertise to

develop and implement and may take several years to fully realize its potential.
Here is ChatGPT’s assessment of the app for donating food close to
expiration:
Novelty: Not particularly novel. There are already many programs and
organizations dedicated to reducing food waste and donating surplus food to

those in need.

Feasibility: Highly feasible. There are many established models and an

infrastructure in place to support food donation efforts.

Specificity: Specific in its aim to reduce food waste and address issues of food
insecurity.

Impact: Has the potential to make a significant impact as it addresses both

food waste and hunger. By redirecting surplus food to those in need, it can help

reduce food waste while also improving food security for vulnerable

populations.

Workability: Highly workable in that it can be implemented quickly and at a

relatively low cost. It would require partnerships with food manufacturers,

distributors, and food banks, as well as volunteers to collect and distribute the

donated food.

Finally, here is how ChatGPT evaluated the idea to educate users on

different types of expiration dates:
Novelty: Not particularly novel. There have been efforts to educate consumers
on the meaning of expiration dates and how to properly store food to extend its

shelf life.

Feasibility: Highly feasible. It can be implemented through various means, such

as public awareness campaigns, educational materials, and media outreach.

Specificity: Specific in its aim to educate consumers on the different expiration

dates and how to properly store food to reduce food waste.

Impact: Potentially significant. Educating consumers on the different expiration

dates and how to properly store food will make them more mindful of food

waste and take steps to reduce it.

 Workability: Highly workable and can be implemented at a relatively low cost. It
would require collaboration with food industry groups, government agencies,

and other organizations to develop and distribute educational materials.

Using ChatGPT’s assessments, it would be relatively easy to evaluate these

three concepts, or quickly score or organize them based on the criteria that

matter most.

4. Support Idea Refinement

Generative AI tools can solve an important challenge faced in idea contests:

combining or merging a large number of ideas to produce much stronger ones.

For example, an organization that is trying to win a contract or a grant to

develop a food-waste-reduction program can use the tools to combine the

three concepts discussed earlier. We did this in two steps. First, we asked

ChatGPT to flesh out each of the concepts:

• “Dynamic expiration dates are a solution aimed at reducing food

waste. This involves incorporating technology into packaging that can

track and adjust the shelf life of products in real time. By using

sensors, the expiration date can be updated based on changes in

environmental factors, providing consumers with a more accurate

estimate of when a product will go bad.”

• “An app that enables consumers to donate food close to its expiration

date aims to reduce food waste by giving unopened, edible food to

those in need. The app connects individuals who have surplus food to

local organizations that can use it. By using technology to facilitate

food donations, the app can help reduce food waste and provide for

those in need.”
• “Educating users on the different types of expiration dates can help

users make informed decisions about purchasing and consuming food,

reducing waste, and saving money. By clarifying the meaning of ‘best

before,’ ‘use by,’ and other expiration labels, an education campaign

can help users better understand how to determine if food is safe to

eat and when it is time to dispose of it.”

Next we asked ChatGPT to merge all three ideas into one food-waste program.

In short order it produced the following description: “The comprehensive food-

waste-reduction solution involves creating smart packaging with dynamic

expiration dates, establishing a program for donating surplus food, and

educating the public on the importance of understanding food expiration dates.

The smart packaging helps consumers make informed decisions about food

freshness, the donation program ensures surplus food is put to good use, and

education raises awareness about the impact of food waste. This solution has

the potential to significantly reduce food waste and create a more sustainable

future by empowering consumers, working with industry and government, and

making better use of surplus food.”

5. Facilitate Collaboration with and Among Users

When developing new product ideas or designs, generative AI can facilitate

collaborations between a company’s designers and users of a prospective

product and among users themselves. In other words, the technology makes

co-creation of new offerings much easier and less expensive. For example, a

business can give users access to tools to generate designs and then create a

personalized version of the product based on the customer’s preferences.

Alternatively, users’ designs could be posted on a crowdsourcing platform

where they are evaluated by the community. The top designs could then be

further developed by additional collaborators.

To illustrate the potential, we show how a flying car—something people have

been trying to develop for more than 100 years without much success—might

be designed. We gave Stable Diffusion this prompt: “Design a product that can

fly but also drive on the road, a flying automobile.” Stable Diffusion generated

several designs, and we selected what we considered to be the most promising

one: the vehicle in the lower right corner of the image below.
The authors asked Stable Diffusion to design a flying automobile. Stable
Diffusion
Then we asked Stable Diffusion to take that design and reimagine the concept

so that the car “resembles a robot eagle.” The image below shows the

variations that the generative AI program quickly produced—from the top left

design that looks most like a robot eagle to the more feasible concept of a

flying automobile in the lower right corner.

The authors chose one of the flying-automobile designs and asked Stable
Diffusion to reimagine it to resemble a robot eagle. Stable Diffusion
A second example illustrates how designers can use such tools to collaborate

on thematic variations of a structural design. They began with a flying-

automobile design generated by AI and asked the tool to produce versions that

resembled a dragonfly, a tiger, a tortoise, and an eagle (see image below).

This image is another AI-generated concept of a flying car (left) with versions
that resemble a dragonfly, a tiger, a tortoise, and an eagle (right). Stable
Diffusion
An alternate approach is for human collaborators to use a tool like ChatGPT to

develop details of the product and then use one like Stable Diffusion to obtain

visual designs based on a series of prompts that build upon one another. We

gave ChatGPT a similar prompt to what we had given to Stable Diffusion:

“Describe a product that can fly but also drive on the road, a flying

automobile.”

ChatGPT provided this description: “The flying automobile is a sleek and

futuristic vehicle that is built for the ultimate adventure. It has the appearance

of a stylish sports car with smooth curves and polished exterior but with hidden

rotors that allow it to take flight.”

Subscribe to our Monthly Newsletter

Strategy & Execution
The tools you need to craft strategic plans — and how to make them happen.
Sign Up
When we gave that description to Stable Diffusion, it provided the image below

on the left. Next we asked ChatGPT to reimagine the description to include the

information that the product must resemble a dragonfly and have illumination

markers for flying at night. It came back with the following: “With its slender
body, extended wings, and hidden rotors, the vehicle is reminiscent of a

dragonfly come to life. The illuminated markers located along the wings and

body create a stunning visual effect, helping to make the vehicle visible in the

darkness.”

Stable Diffusion translated that description into various versions that

maintained the feasible design and added elements of illumination based on

the pattern of a dragonfly’s wings. The images below on the right are

examples.
The authors used ChatGPT to describe a flying automobile and asked Stable
Diffusion to generate a design from that description (left) and then variations
on the design that incorporate dragonfly details and illumination (right). Stable
Diffusion
...
Humans have boundless creativity. However, the challenge of communicating

their concepts in written or visual form restricts vast numbers of people from

contributing new ideas. Generative AI can remove this obstacle. As with any

truly innovative capability, there will undoubtedly be resistance to it. Long-

standing innovation processes will have to change. People with vested interests

in the old way of doing things—especially those worried about being rendered

obsolete—will resist. But the advantages—the opportunities to dramatically

increase the number and novelty of ideas from both inside and outside the
organization—will make the journey worthwhile. Generative AI’s greatest

potential is not replacing humans; it is to assist humans in their individual and

collective efforts to create hitherto unimaginable solutions. It can truly

democratize innovation.

A version of this article appeared in the July–August 2023 issue of Harvard

Business Review.
Read more on AI and machine learning or related
topics Creativity and Innovation
• Tojin T. Eapen is a senior fellow at the Conference Board and the
founder of the Center for Creative Foresight.
• Daniel J. Finkenstadt is a principal at Wolf Stake Consulting, a military
officer, and a former assistant professor at the Naval Postgraduate
School. He is the coauthor of the book Supply Chain Immunity (Springer
2022).
• Josh Folk is the CEO and cofounder of StratRocket, an AI-native
innovation SaaS platform.
• Lokesh Venkataswamy is the CEO and managing director of
Innomantra, an innovation and intellectual-property consulting firm in
Bengaluru, India.
• Post
• Post
• Share
• Save
• Buy Copies
• Print
Recommended For You

PODCAST
How Generative AI Changes Creativity
 For Success with AI, Bring Everyone On Board

Case Study: How Aggressively Should a Bank Pursue AI?

Is Your Mindset About Generative AI Limiting Your Professional Growth?

Start my subscription!
Explore HBR
• The Latest
• All Topics
• Magazine Archive
• The Big Idea
• Reading Lists
• Case Selections
• Podcasts
• Webinars
• Data & Visuals
• My Library
• Newsletters
• HBR Press
• HBR Ascend
HBR Store
• Article Reprints
• Books
• Cases
• Collections
• Magazine Issues
• HBR Guide Series
• HBR 20-Minute Managers
• HBR Emotional Intelligence Series
• HBR Must Reads
• Tools
About HBR
• Contact Us
• Advertise with Us
• Information for Booksellers/Retailers
• Masthead
• Global Editions
• Media Inquiries
• Guidelines for Authors
• HBR Analytic Services
• Copyright Permissions
Manage My Account
• My Library
• Topic Feeds
• Orders
• Account Settings
• Email Preferences
• Account FAQ
• Help Center
• Contact Customer Service
Follow HBR
• Facebook
• X Corp.
• LinkedIn
• Instagram
• Your Newsreader

• About Us
• Careers
• Privacy Policy
• Cookie Policy
• Copyright Information
• Trademark Policy
• Terms of Use

Harvard Business Publishing:

• Higher Education
• Corporate Learning
• Harvard Business Review
• Harvard Business School
Copyright ©2024 Harvard Business School Publishing. All rights reserved.
Harvard Business Publishing is an affiliate of Harvard Business School.