MIT Sloan Management Review Article on How GenAI Changes Creative Work

Artificial intelligence is reshaping creative work and its teams. Leaders must prepare to address these ongoing shifts.

Can AI be creative? While this question often leads to philosophical debates about the meaning of creativity, one fact is clear: Many creative professionals are already using an increasing array of AI tools.1 Art directors, copywriters, and others are harnessing generative AI’s capabilities to generate a large stream of text, imagery, and sound on demand. In one notable example, AI-generated content was selected as the winner in the creative photo category of the Sony World Photography Awards.

About the Author

Angelo Tomaselli is an assistant professor of entrepreneurship and innovation at the University of Amsterdam Business School. His research focuses on entrepreneurship, project-based ventures, reputational signals, and creative industries. Oguz A. Acar is a professor of marketing and innovation at King’s Business School at King’s College London and a research affiliate at Harvard University’s Laboratory for Innovation Science. His current research is at the nexus of generative AI, organizations, and education.

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