AI and the 4Ps: Revisiting a Classic Model of Human Creativity in the Age of Generative AI

Place: Room 3.216 - Grand Paris Campus & online

Time: 12.00-13.30 PM

Speakers: Sara Jones StGeorge City University of London

Abstract: 

Creativity thinking underpins innovation and many of the processes through which we generate value for business and society. But what happens to the concept of the creative person when creativity becomes distributed across humans and machines? How does co-creation with AI change creative processes? How should originality, value and authorship be understood when outputs emerge from human-AI collaboration? And how are creative environments changing as AI becomes part of the environment itself? Generative AI is often discussed as a tool for automating creativity. Yet creativity research suggests that creativity emerges from interactions among people, processes, products and environments. Using as a foundation Mel Rhodes’s seminal work on the 4Ps of creativity - persons, process, press and products (Rhodes, 1961) – this talk will draw on 20 years of experience, exploring the intersections between creativity and digital technologies, to raise a range of open questions on the relationship between creativity and AI. I will aim to consider what, if anything, is different with AI compared with previous waves technological advancements, and how we can conduct research in this field to better understand the design and use AI in ways that enhance rather than hinder human creativity to unlock potential for innovation.

Bio:

Dr Sara Jones is a Reader in the Faculty of Management at Bayes Business School and is currently Director of the interdisciplinary Institute for Creativity and AI as well as the Centre for Creativity in Professional Practice. Sara’s research and practice takes an interdisciplinary approach to the study of creativity and design thinking in the contexts of innovation, education and entrepreneurship. During the course of her career she has been a principal or co-investigator on funded research grants and contracts together worth over £20 million, and has published over 120 peer-reviewed articles in academic conferences and journals. Sara has consulted for a number of major organisations, and supervised 9 PhD students to completion. She holds a BA degree in Psychology and Philosophy from the University of Oxford and a PhD in Computer Science from City, University of London.

For further information, please contact Professor Margherita Pagani: margherita.pagani@skema.edu