Groups and AI: How Access to Generative AI Influences Creative Teamwork

Abstract

As generative AI tools spread to creative domains like design thinking, studies indicate that, while this can be inspiring, users may also explore their own creativity less. To better understand this effect, we conducted an experiment observing collocated groups working on creative marketing tasks, with access to either generative AI or a traditional web search engine. Participants then rated their process and results. In a second study, externals rated the groups' results. We found that external ratings for AI-supported results were slightly better, while self-ratings were not. However, the process without AI was perceived as harder but also more creative, and we observed higher collaborative engagement. Access to the AI tool was perceived to make the task easier and quicker, but also less engaging and fun. Our findings imply that creatives should consider that adding generative AI to their team processes may impact not just workload, but also enjoyment.