Creativity in the Age of Artificial Intelligence: A Hybrid Human–AI Co-Creation Framework

Authors

  • Maman Sulaeman Universitas Tangerang Raya Author

DOI:

https://doi.org/10.66203/manexia.02202

Keywords:

human–AI co-creation, hybrid creativity, distributed creativity, generative artificial intelligence, computational creativity, digital innovation

Abstract

The rapid advancement of generative artificial intelligence (AI) has transformed creative work by shifting creativity from an individual cognitive activity to a hybrid, interactional process involving both human and algorithmic agents. Despite extensive research on creativity and computational systems, existing theories remain fragmented, largely treating human and machine creativity as separate domains and failing to capture their dynamic integration. This study addresses this theoretical gap by reconceptualizing creativity as a distributed, iterative, and hybrid process emerging from human–AI co-creation. Adopting a conceptual and integrative analytical approach, the study synthesizes insights from creativity theory, computational creativity, human–AI interaction, and digital innovation literature to develop a unified theoretical framework. It further introduces a process-oriented Human–AI Creative Co-Creation Model that explains how creative outcomes emerge through stages of intent formation, generative expansion, evaluation, and iterative refinement. The study contributes to theory by redefining creativity as a system-level phenomenon characterized by hybrid agency and co-evolutionary interaction, while offering implications for future empirical research on measuring and managing creativity in AI-mediated environments.

References

Amabile, T. M. (1983). The social psychology of creativity: A componential conceptualization. Journal of Personality and Social Psychology, 45(2), 357–376. https://doi.org/10.1037/0022-3514.45.2.357

Amershi, S., Weld, D., Vorvoreanu, M., Fourney, A., Nushi, B., Collisson, P., Suh, J., Iqbal, S. T., Bennett, P. N., Inkpen, K., Teevan, J., Kikin-Gil, R., & Horvitz, E. (2019). Guidelines for human-AI interaction. Proceedings of the ACM CHI Conference on Human Factors in Computing Systems, 1–13. https://doi.org/10.1145/3290605.3300233

Bender, E. M., Gebru, T., McMillan-Major, A., & Shmitchell, S. (2021). On the dangers of stochastic parrots: Can language models be too big? Proceedings of the ACM Conference on Fairness, Accountability, and Transparency, 610–623. https://doi.org/10.1145/3442188.3445922

Boden, M. A. (1998). Creativity and artificial intelligence. Artificial Intelligence, 103(1–2), 347–356. https://doi.org/10.1016/S0004-3702(98)00055-1

Brown, T. B., Mann, B., Ryder, N., Subbiah, M., Kaplan, J., Dhariwal, P., Neelakantan, A., Shyam, P., Sastry, G., Askell, A., Agarwal, S., Herbert-Voss, A., Krueger, G., Henighan, T., Child, R., Ramesh, A., Ziegler, D., Wu, J., Winter, C., … Amodei, D. (2020). Language models are few-shot learners. Advances in Neural Information Processing Systems, 33, 1877–1901.

Chen, X., & Chan, J. (2024). Human-AI collaboration and creativity: A systematic review. Computers in Human Behavior, 145, 107765. https://doi.org/10.1016/j.chb.2023.107765

Colton, S., & Wiggins, G. A. (2012). Computational creativity: The final frontier? Proceedings of the European Conference on Artificial Intelligence, 21–26.

Dellermann, D., Ebel, P., Söllner, M., & Leimeister, J. M. (2019). Hybrid intelligence. Business & Information Systems Engineering, 61(5), 637–643. https://doi.org/10.1007/s12599-019-00595-2

Doshi, A. R., & Hauser, O. P. (2024). Generative AI enhances individual creativity but reduces collective diversity. Science Advances, 10(3), eadi1234. https://doi.org/10.1126/sciadv.adi1234

Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., Baabdullah, A. M., Koohang, A., Raghavan, V., Ahuja, M., Albanna, H., Albashrawi, M. A., Alalwan, A. A., Balakrishnan, J., Barlette, Y., Basu, S., Bose, I., Brooks, L., Buhalis, D., … Wright, R. (2023). So what if ChatGPT wrote it? International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642

Elgammal, A., Liu, B., Elhoseiny, M., & Mazzone, M. (2017). CAN: Creative adversarial networks. Proceedings of the International Conference on Computational Creativity.

Epstein, Z., Hertzmann, A., Herman, L., Mahari, R., Upadhyay, S., Russell, S., & Hanna, A. (2023). Art and the science of generative AI. Science, 380(6650), 1110–1111. https://doi.org/10.1126/science.adh4451

Faraj, S., Pachidi, S., & Sayegh, K. (2018). Working and organizing in the age of the learning algorithm. Information and Organization, 28(1), 62–70. https://doi.org/10.1016/j.infoandorg.2018.02.005

Florida, R. (2002). The rise of the creative class. Basic Books.

Floridi, L., & Chiriatti, M. (2020). GPT-3: Its nature, scope, limits, and consequences. Minds and Machines, 30, 681–694. https://doi.org/10.1007/s11023-020-09548-1

Glăveanu, V. P. (2014). Distributed creativity. Springer.

Grant, R. M. (1996). Toward a knowledge-based theory of the firm. Strategic Management Journal, 17(S2), 109–122. https://doi.org/10.1002/smj.4250171110

Guilford, J. P. (1950). Creativity. American Psychologist, 5(9), 444–454. https://doi.org/10.1037/h0063487

Hennessey, B. A., & Amabile, T. M. (2010). Creativity. Annual Review of Psychology, 61, 569–598. https://doi.org/10.1146/annurev.psych.093008.100416

Hertzmann, A. (2018). Can computers create art? Arts, 7(2), 18. https://doi.org/10.3390/arts7020018

Howkins, J. (2001). The creative economy. Penguin.

Jarrahi, M. H. (2018). Artificial intelligence and the future of work. Business Horizons, 61(4), 577–586. https://doi.org/10.1016/j.bushor.2018.03.007

Jordanous, A. (2012). A standardised procedure for evaluating creative systems. Cognitive Computation, 4, 246–279. https://doi.org/10.1007/s12559-012-9156-1

Kaufman, J. C., & Beghetto, R. A. (2009). Beyond big and little. Review of General Psychology, 13(1), 1–12. https://doi.org/10.1037/a0013688

Li, F., Wang, X., & Chen, Y. (2024). Human-AI interaction and creative performance. Journal of Business Research, 170, 114345.

Mednick, S. A. (1962). The associative basis of the creative process. Psychological Review, 69(3), 220–232. https://doi.org/10.1037/h0048850

Nambisan, S., Lyytinen, K., Majchrzak, A., & Song, M. (2017). Digital innovation management. MIS Quarterly, 41(1), 223–238. https://doi.org/10.25300/MISQ/2017/41:1.03

Nambisan, S., Wright, M., & Feldman, M. (2019). The digital transformation of innovation. Research Policy, 48(8), 103773. https://doi.org/10.1016/j.respol.2019.03.018

Nonaka, I., Toyama, R., & Konno, N. (2000). SECI model revisited. Long Range Planning, 33(1), 5–34. https://doi.org/10.1016/S0024-6301(99)00115-6

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015

Raisch, S., & Krakowski, S. (2021). Artificial intelligence and management. Academy of Management Review, 46(1), 192–210. https://doi.org/10.5465/amr.2019.0062

Ramaswamy, V., & Ozcan, K. (2018). What is co-creation? Stanford University Press.

Rezwana, J., & Maher, M. L. (2023). Human-AI co-creative systems. Design Studies, 85, 101172. https://doi.org/10.1016/j.destud.2022.101172

Runco, M. A., & Jaeger, G. J. (2012). The standard definition of creativity. Creativity Research Journal, 24(1), 92–96. https://doi.org/10.1080/10400419.2012.650092

Seeber, I., Bittner, E., Briggs, R. O., de Vreede, T., de Vreede, G.-J., Elkins, A., Maier, R., Merz, A. B., Oeste-Reiß, S., Randrup, N., Schwabe, G., & Söllner, M. (2020). Machines as teammates. Business & Information Systems Engineering, 62, 455–462. https://doi.org/10.1007/s12599-020-00661-3

Sternberg, R. J., & Lubart, T. I. (1996). Investing in creativity. American Psychologist, 51(7), 677–688. https://doi.org/10.1037/0003-066X.51.7.677

Teece, D. J. (2007). Dynamic capabilities. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640

Wilson, H. J., & Daugherty, P. R. (2018). Collaborative intelligence. Harvard Business Review, 96(4), 114–123.

Yoo, Y., Henfridsson, O., & Lyytinen, K. (2012). Research commentary: The new organizing logic of digital innovation. Information Systems Research, 23(4), 1398–1408. https://doi.org/10.1287/isre.1120.0432

Downloads

Published

04-05-2026

Issue

Vol. 2 No. 2 (2026): Human–AI Value Systems

Section

Conceptual Papers

Categories

License

Copyright (c) 2026 Irwan Raharja (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This journal applies the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are properly credited.