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Fake It Till You Make It – En studie om generativ AI:s inverkan på kreativitet utifrån Guilfords Measures of Divergent Thinking

Anderlind, Nike LU ; Havmark Persson, Josephine LU and Hemmingsson, Eric LU (2023) FEKH29 20231
Department of Business Administration
Abstract
Artificial intelligence (AI) has emerged as a transformative technology, revolutionizing various domains previously reliant on human interaction. This study explores the potential implications of generative AI on creativity and idéa generation, employing widely used Guildford Measures of Divergent Thinking by Joy Paul Guilford as an assessment tool. Specifically, the research investigates the technology “ChatGPT”, which was launched in November 2022, on creativity as measured by Guilfords four criteria of creativity: Fluency, Flexibility, Originality and Elaboration. By comparing the results of the creativity test with and without exposure to ChatGPT, the research sheds light on whether generative AI can enhance or hinder the creative... (More)
Artificial intelligence (AI) has emerged as a transformative technology, revolutionizing various domains previously reliant on human interaction. This study explores the potential implications of generative AI on creativity and idéa generation, employing widely used Guildford Measures of Divergent Thinking by Joy Paul Guilford as an assessment tool. Specifically, the research investigates the technology “ChatGPT”, which was launched in November 2022, on creativity as measured by Guilfords four criteria of creativity: Fluency, Flexibility, Originality and Elaboration. By comparing the results of the creativity test with and without exposure to ChatGPT, the research sheds light on whether generative AI can enhance or hinder the creative process.

The results from the study show that ChatGPT can both facilitate and hinder creativity – depending on the aspect of creativity in question. The results indicate that individuals are more creative when they are allowed to develop and increase the number of ideas (fluency) themselves compared to when combined with ChatGPT. The same applies to flexibility and originality. However, the opposite was found for elaboration where more detailed and elaborate ideas were produced with the help of ChatGPT. In contrast, the interviews reveal that there was a widespread opinion that generative AI had or could have had a positive impact on their creativity. The findings of this study offers valuable insights for marketers and creative professionals within the marketing industry about what aspects of creativity that can be influenced by generative AI, and reveals that there is a certain resistance to replacing human creativity with artificial creativity in the marketing industry today. (Less)
Popular Abstract
Title
Fake It Till You Make It – A study on the impact of generative AI on creativity based on Guilford’s Measures of Divergent Thinking
Seminar date
1 June 2023
Course
FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 ECTS-credits
Authors
Nike Anderlind, 000302-2308
Josephine Havmark Persson, 000913-3281
Eric Hemmingsson, 010912-0378
Advisor
Magnus Nilsson
Key words
Artificial intelligence (AI), Creativity, Divergent Thinking, Marketing, ChatGPT
Research question
How does the use of ChatGPT impact creativity within the marketing profession based on Guilford's Measures of Divergent Thinking?
Purpose
The purpose of this study is to provide a deeper understanding of the impact... (More)
Title
Fake It Till You Make It – A study on the impact of generative AI on creativity based on Guilford’s Measures of Divergent Thinking
Seminar date
1 June 2023
Course
FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 ECTS-credits
Authors
Nike Anderlind, 000302-2308
Josephine Havmark Persson, 000913-3281
Eric Hemmingsson, 010912-0378
Advisor
Magnus Nilsson
Key words
Artificial intelligence (AI), Creativity, Divergent Thinking, Marketing, ChatGPT
Research question
How does the use of ChatGPT impact creativity within the marketing profession based on Guilford's Measures of Divergent Thinking?
Purpose
The purpose of this study is to provide a deeper understanding of the impact that generative AI can have on creativity within the marketing profession. Furthermore, the study intends to contribute to the theoretical research on creativity by examining, from an individual perspective, how creativity can be influenced by generative AI during the execution of a creativity test.
Methodology
To fulfill the purpose and to answer the research question, a qualitative study in the form of an experiment along with interviews was conducted with a sample of 12 individuals within the marketing profession. The empirical material includes the results from the experiment as well as relevant and common responses obtained from the interviews, aiming to compare the test group against the control group.
Theoretical perspectives
The literature review encompasses prior research regarding the creative process and creativity tests based on Guilford's four dimensions of creativity– fluency, flexibility, originality, and elaboration.
Result
The first part of the study, consisting of the experiment, revealed that fluency has an impact on flexibility and originality. However, it also demonstrated that the control group (without AI) outperformed the test group that had access to ChatGPT. Regarding elaboration, the same associations were not observed, as the test group showed marginally better results. In the second part of the study, the interviews indicated a widespread attitude among the control group, believing that AI had contributed to increased creativity. Additionally, most participants described the human factor behind and their ability to master ChatGPT as a central aspect of what level of creativity that can be achieved.
Conclusions
The contribution of this study reveals that generative AI, specifically ChatGPT, has been shown to enhance creativity based on Guilford's theory of divergent thinking, specifically in terms of the aspect elaboration. However, ChatGPT had the opposite effect on the remaining three aspects: fluency, flexibility, and originality. The participants also shared similar views on creativity as a combinatorial process and provided nearly verbatim examples of the components identified by Amabile as necessary to be considered more creative. (Less)
Popular Abstract (Swedish)
Sammanfattning
Examensarbetets titel
Fake It Till You Make It – En studie om generativ AI:s inverkan på kreativitet utifrån Guilfords Measures of Divergent Thinking
Seminariedatum
1 juni 2023
Ämne/kurs
FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare
Nike Anderlind, 000302-2308
Josephine Havmark Persson, 000913-3281
Eric Hemmingsson, 010912-0378
Handledare
Magnus Nilsson
Nyckelord
Artificiell intelligens (AI), kreativitet, divergent tänkande, marknadsföring, ChatGPT
Forskningsfråga
Hur påverkar användandet av ChatGPT kreativitet inom marknadsföringsprofessionen utifrån Guilford’s Measures of Divergent Thinking?
Syfte
Studien syftar till att skapa en djupare förståelse... (More)
Sammanfattning
Examensarbetets titel
Fake It Till You Make It – En studie om generativ AI:s inverkan på kreativitet utifrån Guilfords Measures of Divergent Thinking
Seminariedatum
1 juni 2023
Ämne/kurs
FEKH29, Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare
Nike Anderlind, 000302-2308
Josephine Havmark Persson, 000913-3281
Eric Hemmingsson, 010912-0378
Handledare
Magnus Nilsson
Nyckelord
Artificiell intelligens (AI), kreativitet, divergent tänkande, marknadsföring, ChatGPT
Forskningsfråga
Hur påverkar användandet av ChatGPT kreativitet inom marknadsföringsprofessionen utifrån Guilford’s Measures of Divergent Thinking?
Syfte
Studien syftar till att skapa en djupare förståelse för vilken inverkan generativ AI kan ha på kreativitet inom marknadsföringsprofessionen. Vidare ämnar studien att teoretiskt bidra till kreativitetsforskningen genom att, från ett individperspektiv, undersöka hur kreativitet kan påverkas av Generativ AI vid genomförandet av ett kreativitetstest.
Metod
För att uppfylla syftet och besvara forskningsfrågan har en kvalitativ studie i form av ett experiment tillsammans med intervjuer genomförts med ett urval av 12 personer inom marknadsföringsprofessionen. Det empiriska materialet innefattar resultat av experimentet och relevanta samt vanligt förekommande svar från intervjuerna i syfte att jämföra testgruppen mot kontrollgruppen.
Teoretiska perspektiv
I litteraturgenomgången presenteras tidigare forskning gällande kreativitetsprocessen samt kreativitetstester utifrån Guilfords fyra dimensioner av kreativitet – fluency, flexibility, originality och elaboration.
Resultat
Studiens första del, bestående av experimentet, visade dels att fluency har en betydande inverkan på flexibility och originality, men även att kontrollgruppen (utan AI) presterade bättre än testgruppen som hade tillgång ChatGPT. Sett till elaboration observerades inte samma samband, utan testgruppen visade här på marginellt bättre resultat. I studiens andra del, intervjuerna, framgick att det fanns en utbredd attityd bland kontrollgruppen att de trodde att AI hade bidragit till ökad kreativitet. Flertalet av deltagarna beskrev även människan bakom och dess skicklighet att bemästra ChatGPT som centralt för den grad av kreativitet man kan uppnå.
Slutsats
Kunskapsbidraget utmynnar i att generativ AI i form av ChatGPT i denna studie har visats öka kreativitet utifrån Guilfords teori om divergent tänkande utifrån aspekten elaboration. Däremot hade ChatGPT motsatt effekt när det gäller övriga tre aspekter; fluency, flexibility och originality. Deltagarna delade även samma åsikter om att kreativitet är en kombinatorisk process och exemplifierar nästan ordagrant de delar som enligt Amabile behövs för att anses mer kreativ. (Less)
Please use this url to cite or link to this publication:
author
Anderlind, Nike LU ; Havmark Persson, Josephine LU and Hemmingsson, Eric LU
supervisor
organization
course
FEKH29 20231
year
type
M2 - Bachelor Degree
subject
keywords
Artificiell intelligens (AI), kreativitet, divergent tänkande, marknadsföring, ChatGPT
language
Swedish
id
9131785
date added to LUP
2023-07-13 09:13:43
date last changed
2023-07-13 09:13:43
@misc{9131785,
  abstract     = {{Artificial intelligence (AI) has emerged as a transformative technology, revolutionizing various domains previously reliant on human interaction. This study explores the potential implications of generative AI on creativity and idéa generation, employing widely used Guildford Measures of Divergent Thinking by Joy Paul Guilford as an assessment tool. Specifically, the research investigates the technology “ChatGPT”, which was launched in November 2022, on creativity as measured by Guilfords four criteria of creativity: Fluency, Flexibility, Originality and Elaboration. By comparing the results of the creativity test with and without exposure to ChatGPT, the research sheds light on whether generative AI can enhance or hinder the creative process. 

The results from the study show that ChatGPT can both facilitate and hinder creativity – depending on the aspect of creativity in question. The results indicate that individuals are more creative when they are allowed to develop and increase the number of ideas (fluency) themselves compared to when combined with ChatGPT. The same applies to flexibility and originality. However, the opposite was found for elaboration where more detailed and elaborate ideas were produced with the help of ChatGPT. In contrast, the interviews reveal that there was a widespread opinion that generative AI had or could have had a positive impact on their creativity. The findings of this study offers valuable insights for marketers and creative professionals within the marketing industry about what aspects of creativity that can be influenced by generative AI, and reveals that there is a certain resistance to replacing human creativity with artificial creativity in the marketing industry today.}},
  author       = {{Anderlind, Nike and Havmark Persson, Josephine and Hemmingsson, Eric}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Fake It Till You Make It – En studie om generativ AI:s inverkan på kreativitet utifrån Guilfords Measures of Divergent Thinking}},
  year         = {{2023}},
}