AI solves routine tasks, but can it also help with creative tasks?
Yes, but only if people use AI sensibly as a partner (AUGMENTED CREATIVITY). In his keynote speech “Augmented Creativity: AI at the Crossroads of Brand Management, Research, and Arts,” Prof. Baumgarth introduced the concept of augmented creativity and presented use cases from the fields of brand management, research, and art.
Augmented Creativity has great potential and has the following positive effects, among others:
- AI as a creativity tool
- Expansion of creative boundaries
- Democratization of creativity
- Creation of new jobs
However, the emergence of AI in the creative field also has a downside. Among other things, the following negative effects are to be expected:
- Transparency dilemma, algorithm aversion, and blurred boundaries
- Design fixation and “more of the same”
- Algorithmic bias
- Loss of creative jobs
- Intellectual property and legal concerns
The slide deck is available here.
