Generative AI and Creativity: A Systematic Literature Review and Meta-Analysis
Niklas Holzner, Sebastian Maier, Stefan Feuerriegel
Stop treating GenAI as a creativity replacement. Use it for ideation volume, not quality filtering. Structure workflows where AI generates 10x options and humans select the top 10%. Best for brainstorming phases, not final execution.
GenAI tools promise to boost creative output, but scattered evidence makes it unclear whether they actually improve idea quality or just increase volume.
Method: Meta-analysis of empirical studies reveals GenAI increases creative output quantity but shows mixed effects on quality. The key mechanism: GenAI excels at divergent thinking tasks (generating many alternatives) but struggles with convergent tasks requiring evaluation and refinement. Human-AI collaboration outperforms either alone when humans retain editorial control—the AI generates raw material, humans curate and synthesize.
Caveats: Effect sizes vary wildly across domains and task types. What works for marketing copy may fail for product design.
Reflections: How does prolonged GenAI use affect baseline human creativity over time? · What collaboration patterns maximize quality while maintaining efficiency? · Can we predict which creative tasks benefit from AI augmentation versus pure human work?