Field and Experimental Evidence From Chatgpt On The Goldilocks (curvilinear) Effect of Ai On Human Creativity

Authors:

Abstract: Humans create artificial intelligence (AI), but can AI help humans create? Numerous studies have shown how AI enhances productivity performance; however, little is known about its impact on human creativity—another critical aspect of performance that requires higher-level problem-solving and sets humans apart. To understand how AI affects creative problem-solving, we conducted a novel experiment by randomly assigning business professionals to collaborate in varying degrees with ChatGPT on an entrepreneurial challenge. In contrast to the well-documented positive correlation between AI usage and productivity, here we show a Goldilocks (curvilinear) effect: moderate (vs. low or high) human–AI collaboration increases creative performance. This effect, holding across general creativity rated by human judges, business values by entrepreneurs, and, unprecedentedly, AI-evaluated creativity, is explained by the generation of new diverse ideas (i.e., knowledge diversity) during brainstorming. We further replicated the Goldilocks phenomenon with field evidence among workers in creative industries. Our findings reshape previous consensus and emphasize the importance of striking the right balance—not too little, not too much—when working with AI technologies.

Track: TECH

Keywords: Artificial Intelligence (ChatGPT), Future of Work, Human–AI Collaboration, Creativity, Brainstorming and Idea Generation, Goldilocks (Curvilinear) Effect