The Future of Innovation and Creativity in an Era of Artificial Intelligence

Lavinia-Andreea Gruia, Nicolae Bibu, Alexandru Roja, Doina Dănăiață and Marian Năstase
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Lavinia-Andreea Gruia: West University of Timișoara
Nicolae Bibu: West University of Timișoara
Alexandru Roja: Babes-Bolyai University
Doina Dănăiață: West University of Timișoara
Marian Năstase: Bucharest University of Economic Studies

Chapter Chapter 6 in Reimagining Capitalism in a Post-Globalization World, 2024, pp 77-88 from Springer

Abstract: Abstract Our aim is to discuss the importance of using innovative technologies such as artificial intelligence to improve organizational innovation and human creativity. Artificial intelligence (AI) can process large quantities of data and information faster, and to combine them, and generate creative and new solutions, for different problems in different contexts. Given the rapid changes in customer preferences in today’s markets, business organizations must become more innovative to generate new value and address customer preferences by personalizing their offer and products based on customer unique profiles. AI technologies offer many potential benefits across business sectors and professional fields enhancing business innovation by generating new creative products and services, increasing human resource productivity, and reducing total costs. Small businesses using AI can improve their work processes, and design and develop better and innovative products, services, and business models. The advancements in AI technology have enabled entrepreneurs to manage businesses that offer services and creative content with low budgets or little resources. AI will take over many of the repetitive, routine tasks and activities and will provide more opportunities for employees to dedicate themselves to the creative aspects of the organization’s activities. AI will lead also to the creation of new jobs with strong innovative elements. This is a managerial perspective on the benefits of using AI for innovation and creativity and the impact that this technology has on human creativity and on the organizational digital transformation from managerial perspective.

Keywords: Creativity; Innovation; Artificial intelligence; Management; Business (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-59858-6_6

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