ChatGPT’s Creative Ability is on Par with Humans, the University of Montana’s Study Says

Led by Dr. Erik Guzik, an assistant clinical professor in the College of Business, the study utilized the Torrance Tests of Creative Thinking (TTCT) to evaluate creativity. The results revealed that ChatGPT, powered by the GPT-4 AI engine, demonstrated creative potential, scoring in the top percentiles for fluency and originality. However, the AI exhibited slightly lower flexibility in generating a diverse range of ideas.

The research involved submitting 8 responses generated by ChatGPT and comparing them with a control group of 24 University of Montana students enrolled in Guzik’s entrepreneurship and personal finance classes. The AI’s performance on the TTCT prompts indicated that it excelled in providing numerous relevant, valuable, and innovative ideas. While it demonstrated a high degree of creativity, ChatGPT prompted a thought-provoking insight by suggesting the need for more sophisticated assessment tools capable of differentiating between human and AI-generated ideas.

The findings were presented at the Southern Oregon University Creativity Conference, where the research team shared compelling evidence of AI’s potential to develop creative abilities on par with, and in some instances surpassing, human capabilities. The implications of this research are significant, as AI’s emergence as a tool for business and innovation holds tremendous promise. As AI technology continues to advance, it is anticipated to play a pivotal role in driving regional and national innovation. The University of Montana’s College of Business recognizes the importance of incorporating AI into coursework and is open to teaching about AI and its applications.

Can the latest AI match human creativity? New research from #UM researcher Erik Guzik and @UMontanaBiz suggests it’s closer than we think.

https://t.co/OG7SLPddUG pic.twitter.com/RDCGm0uJfm

— University of Montana (@umontana) July 6, 2023

Dr. Guzik believes that AI’s potential in fostering creativity can greatly impact the business world by offering novel perspectives and approaches. Creativity is about embracing new methods and ideas, and AI has the potential to revolutionize how creative thinking is applied to business and the innovation process. The study serves as a compelling example of AI’s ability to contribute to various industries and underscores the importance of continued research and exploration in this field.

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