"The rise of generative AI is reshaping not just how we work, but how we think. In our experience, many leaders focus on productivity in generative AI deployment. Generative AI will indeed make many tasks easier and quicker to perform, increasing efficiency and decreasing costs. But we think that one of the biggest promises of this technology lies elsewhere: in unlocking new forms of human creativity that can drive innovation and growth."
"Julian De Freitas is an assistant professor in the marketing unit at Harvard Business School. Gideon Nave is Carlos and Rosa de la Cruz Associate Professor, Marketing Department, Wharton School of Business. is a professor of marketing at the University of Pennsylvania's Wharton School and is the co-director of Stefano Puntoni Wharton Human-AI Research. He is one of the leading behavioral scientists studying the business applications of AI."
Generative AI is reshaping work and cognition by changing how tasks are approached and how people think. Many leaders prioritize productivity when deploying generative AI, seeking efficiency gains and cost reductions. The technology can make many tasks easier and quicker to perform, streamlining workflows and lowering operational expenses. Beyond productivity, generative AI offers the potential to unlock new forms of human creativity. These new creative capabilities can enable novel ideas, products, and services and drive sustained innovation and business growth. Realizing this potential requires shifting focus from only efficiency metrics to creativity-enabling practices and strategies.
Read at Harvard Business Review
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