When and How Artificial Intelligence Augments Employee Creativity

• DOI: 10.5465/amj.2022.0426
• Publication Date: 2023-03-28T17:58:52Z
• Authors: Nan Jia; Xueming Luo; Zheng Fang; Chengcheng Liao

Can artificial intelligence (AI) assist human employees in increasing employee creativity? Drawing on research AI–human collaboration, job design, and creativity, we examine AI assistance the form of a sequential division labor within organizations: task, handles initial portion, which is well-codified repetitive, focus subsequent involving higher-level problem-solving. First, provide causal evidence from field experiment conducted at telemarketing company. We find that generating sales leads, average, increases employees' creativity answering customers' questions during persuasion. Enhanced leads to increased sales. However, this effect much more pronounced for higher-skilled employees. Next, qualitative study using semi-structured interviews with found changes design by intensifying interactions serious customers. This change enables generate innovative scripts develop positive emotions work, are conducive creativity. By contrast, assistance, lower-skilled make limited improvements experience negative work. conclude can achieve AI-augmented but desirable outcome skill-biased favoring experts greater skills.