Artificial Intelligence And Human Creativity: Collaboration Or Replacement?

Introduction/Main Objectives: This research explores the impact of Artificial Intelligence (AI) on human creativity, by asking whether AI acts as a tool to support human creativity or as a substitute. Background Problems: AI has opened up great opportunities to enrich the creative process in various fields, but has raised concerns about the potential replacement of human creativity. Novelty: This research makes a unique contribution by exploring the interaction between AI and human creativity, offering new insights into how their synergy can drive innovation while highlighting the importance of considering the ethical and social implications of these technological developments. Research Methods: This research uses a qualitative approach through a literature review, analyzing relevant literature from the last ten years (2014-2024) that includes scholarly journals, articles, and e-books. Data was analyzed descriptively to understand the impact of AI on human creativity and sustainability in business practices. Finding/Results: Collaboration between AI and humans is proven to support sustainable business practices through more efficient and environmentally friendly innovations, and strengthen long-term competitiveness without compromising creative and human values. However, oversight is needed to ensure AI does not replace the unique essence of human creativity, which is emotional, intuitive and based on personal experience. Conclusion: This study emphasizes the importance of harmonious collaboration between AI and humans, where AI acts as a supportive tool that enriches creative ideas without compromising the essential value of human creativity. The findings provide deep insights into the interaction between AI and humans in the context of creativity and its implications for business sustainability and the future of creative work.