Artificial Imagination: What does it mean to be creative in 2023?

AI-generated image by the author.

The term “artificial imagination” first appeared in 2017: in an interview to a Price Waterhouse Coopers magazine, Shelly Palmer — who is a musician, technologist, and consultant — used that expression to describe computers’ ability to generate jazz music improvisation.

As we are still getting used to artificial intelligence assisting us on (once) human-exclusive tasks, the concept sounds a bit… shocking. What exactly does it mean to be creative when algorithms themselves are rapidly moving to such untouchable realms of human intelligence? Or, as Natalie Nixon poses, “Is our imagination under threat with this injection of generative artificial intelligence?”

I interpret creativity as a (yet) inherently human trait that involves the ability to generate novel and useful ideas that can promote positive impact. Nowadays, though, and considering the context of fast-paced technological advances, the challenge of being creative lies in leveraging the immense power of machines while preserving and enhancing our own capacity for creative thinking.

In this sense, the concept could be reframed as a form of transcendence, as it must allow us to go beyond current limits. This requires a certain degree of autonomy — as creative thinking cannot be fully automated or outsourced to machines,— and an active role of human beings who can harness the power of technology while remaining in control of the creative process itself.

As AI systems become increasingly sophisticated, they are capable of performing tasks that were once thought to be the exclusive domain of human beings. However, this does not mean that machines can fully replicate human capacity for creative thinking. At least, until we reach a stage described by Ray Kurzweil as “strong AI,” when training upon huge data sets is no longer necessary. Besides, algorithms still lack intuition and emotional depth that are integral to the “human toolkit.”

Co-piloted by AI

Creativity is a multidimensional construct that includes distinct components, as:

• Originality: the ability to generate novel and unique ideas.
• Flexibility: the ability to adapt and modify existing ideas to create new ones.
• Elaboration: the ability to refine and develop existing ideas in greater detail, adding depth and complexity to the creative output.

As generative AI becomes more frequent in various industries, concerns have arisen about its potential to take away human jobs and creativity. However, this fear is misleading: generative AI is neither a dystopian threat nor a utopian solution. In fact, brilliant and imaginative thinking is more important than ever, and generative AI can even be seen as a co-creator rather than a replacement for that human ingenuity.

In her recent article, Nixon suggests four ways to view it as a collaborator in creativity:

1. AI as a collaborator to spark imagination: While AI can generate content and ideas, it is only a starting point for human creators to build upon and expand. Apps like Chat GPT can be used as a tool to stimulate the creative process, rather than replacing it entirely.
2. AI as a catalyst to help us learn to ask better questions: With Chat GPT, the quality of the questions asked determines the quality of the output. Therefore, human creators must learn how to frame better questions to get the most out of the AI’s capabilities.
3. Integrity remains supreme: While AI can provide valuable insights and data, it is important to remain diligent and use it in conjunction with other research methods.
4. AI ups your game for critical thinking: The use of generative AI can enhance critical thinking skills by allowing human creators to analyze and build upon the patterns and insights generated by the AI. This collaboration can lead to deeper understanding and more innovative ideas.

AI-generated image by the author.

While generative AI can provide a “bird’s eye view” of data patterns and trends, it is essential to also seek out what she calls the “worm’s eye view” — i.e. data that comes from human observation, interpersonal interactions, and storytelling. As Seth Godin noted in a recent blog post,

generative AI tools like Chat GPT do not actually “know” anything; they are simply pattern matchers and extenders.

It is, therefore, crucial to combine the outputs generated by AI with human ingenuity, cultivating a balance between both sources of insights. And we can do this by

• Recognizing the potential of machines while preserving our capacity for originality and critical thinking.
• Promoting a culture that values experimentation, risk-taking, and innovation.
• And taking into account ethical and social implications of the progress made.

Thus, we can create a future that is both innovative and humane.

Further reading

Dos Santos, T. R. (2023). Product Managing with ChatGPT: top prompts to leverage AI into you product strategy.

Dos Santos, T. R. (2023). Staying relevant in the Age of AI.

Godin, S. (2023). Patterns, culture and theft. Blog post.

Kurzweil, R. (2000). The Age of Spiritual Machines: When Computers Exceed Human Intelligence. Penguin Books.

Nixon, N. (2023). This is the AI we didn’t see coming: artificial imagination. Fast Company, April 26th.