Artificial intelligence is often portrayed as a tool that replaces human work, but new research from Swansea University suggests a far more exciting role: creative collaborator. In a large study with more than 800 participants designing virtual cars, researchers found that AI-generated design galleries sparked deeper engagement, longer exploration, and better results.
A massive new study comparing more than 100,000 people with today’s most advanced AI systems delivers a surprising result: generative AI can now beat the average human on certain creativity tests. Models like GPT-4 showed strong performance on tasks designed to measure original thinking and idea generation, sometimes outperforming typical human responses. But there’s a clear ceiling. The most creative humans — especially the top 10% — still leave AI well behind, particularly on richer creative work like poetry and storytelling.