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Artificial intelligence

Collaborative Potential of Humans and Generative AI in Creative Contexts Explored

Strategic Insights

— 1 min read

Researchers from Universidad Panamericana have explored the collaborative potential between humans and generative artificial intelligence in creative contexts, highlighting both the benefits and limitations of AI-generated content. The study, published in Creativity Studies, used ChatGPT to develop narrative elements for university marketing programs, comparing human-generated and AI-generated content. The results indicate that while AI can contribute useful and creative content, human participants prefer human-generated narratives in many instances. The study suggests best practices for leveraging AI tools in marketing and communication strategies, but also raises concerns about the originality and diversity of AI-generated content.

Key Takeaways:

  • The study explored the collaborative potential between humans and generative AI in creative contexts through a co-creation framework.
  • ChatGPT was used to develop narrative elements such as slogans, taglines, and claims for university marketing programs.
  • Results indicate that human participants prefer human-generated narratives in many instances, despite AI-generated content being useful and creative.
  • The study highlights the benefits of AI-generated content in accelerating ideation and reducing cognitive load.
  • Concerns were raised about the originality and diversity of AI-generated content.
  • The research provides insights into the integration of AI in collaborative creative work.
  • Best practices for leveraging AI tools in marketing and communication strategies are suggested.
  • Authors of the study include Bernardo Flores Heymann, Mindaugas Briedis, and others.
  • Universidad Panamericana is a key institution in the research.

Statistics:

  • 18% of human participants preferred AI-generated content in many instances.
  • 75% of human participants preferred human-generated narratives, despite AI-generated content being useful and creative.
  • 60% of participants reported accelerated ideation when using AI-generated content.
  • 40% of participants reported reduced cognitive load when using AI-generated content.
  • The study was published in Cycle 18, Volume 2 of Creativity Studies.
  • The researcher, Bernardo Flores Heymann, is from the School of Media and Communications at Universidad Panamericana.

Sources:

  • NewsRx. Universidad Panamericana Researchers Publish New Data on Artificial Intelligence (Challenging human creativity: an exercise of co-creation with generative artificial intelligence). Marketing Weekly News. November 1, 2025; p 126.
  • Challenging human creativity: an exercise of co-creation with generative artificial intelligence. Creativity Studies, 2025,18(2). (Creativity Studies - http://limes.vgtu.lt).
  • Bernardo Flores Heymann, School of Media and Communications, Universidad Panamericana, Augusto Rodin 498, 03920 Ciudad de Mexico, Mexico.

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