THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN INNOVATION MANAGEMENT AS A CATALYST FOR FLOW IN DIVERGENT THINKING AND EUDAIMONIA

Purpose: The purpose of this article is to explore the potential of Artificial Intelligence (AI) to support innovation management processes by stimulating creative thinking - particularly divergent thinking - and by fostering conditions conducive to achieving flow states, autotelic motivation, and deep psychological well-being (eudaimonia). Design/methodology/approach: This is a qualitative, exploratory-theoretical study, enriched with elements of conceptual modeling. The empirical analysis is based on the author’s subjective experiences and observations. Findings: The study demonstrates that appropriately designed AI can effectively support flow states, divergent thinking, and eudaimonia, serving as a creative catalyst for innovation. Research limitations/implications: The main limitations involve the availability of technological solutions and the reliance on theoretical analysis and the author's subjective perspective. These limitations highlight the need for further, in-depth research incorporating neuroimaging methods and long-term studies on AI’s impact on creativity and well-being. Practical implications: The findings suggest that integrating AI as a tool for supporting flow and creativity can significantly enhance innovation, employee engagement, and well-being. This, in turn, translates into increased effectiveness of innovative teams, improved motivation and satisfaction, and greater organizational value and competitiveness. Social implications: The study emphasizes AI’s potential to foster creativity, a sense of meaning, and well-being, which may contribute to the development of more human-centered technologies, the promotion of positive attitudes towards AI, and the inspiration for public policies and CSR strategies focused on quality of life, emotional education, and sustainable social development. Originality/value: The article presents an original perspective on AI as a catalyst for flow, divergent thinking, and eudaimonia. It integrates innovation management with neuroscience, making it a valuable resource for researchers, AI designers, and innovation leaders.