HOI research|How generative AI is reshaping creativity and decision-making
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AI isn’t here to take over—it’s here to create with us
For years, AI was primarily seen as a tool for making predictions, optimizing workflows, and reducing uncertainty – especially in a business context.
Sebastian Krakowski’s study suggests that GenAI is different: From writing to business strategy, it helps people explore new ideas, think outside the box, and make better decisions.
This means AI is no longer just crunching numbers; it’s now actively contributing to creative processes and innovation.
"The biggest challenge we currently face is shifting the conversation from AI as a tool for automation to AI as a tool for augmentation. Many organizations still mainly think of AI as a way to cut costs, but its real potential lies in enhancing human creativity and decision-making." notes Sebastian Krakowski.
What’s next for AI and human collaboration?
This research suggests that we need to rethink how AI is developed and implemented. Instead of focusing on AI replacing human workers, businesses should focus on AI complementing human intelligence.
This shift could lead to a new wave of creativity and innovation, but it will require organizations to rethink their structures and policies.
Future research will need to address challenges such as AI bias, ethical concerns, and the long-term impact of AI-assisted decision-making. Additionally, organizations will need strategies to ensure AI is used responsibly while maximizing its potential.
Key findings
- Generative AI actively enhances creativity and innovation
Unlike predictive AI, which focuses on optimizing known solutions, GenAI enables exploratory thinking and problem-solving.
- AI can improve cognitive diversity in decision-making
When used properly, GenAI introduces new perspectives and challenges traditional ways of thinking, leading to better and more informed choices.
- GenAI lowers the barriers to AI adoption
With natural language interfaces and widely available models, AI is no longer just for tech companies—it’s becoming a tool that anyone can use, from entrepreneurs to educators.
Meet the researcher
- Sebastian Krakowski: Assistant Professor, House of Innovation, Stockholm School of Economics.
