The Wharton School of the University of Pennsylvania’s Christian Terwiesch and Karl Ulrich recently conducted an experiment to compare human creativity against that of artificial intelligence, and the findings were astounding (via The Wall Street Journal).
In the past, artificial intelligence has been criticized for its inability to come up with fresh and original concepts, particularly when used to unstructured activities such as coming up with ideas for new commercial endeavors or naming a corporation.
This belief is being called into question, however, by more recent developments in AI, most notably huge language models such as ChatGPT.
Teachers of innovation, entrepreneurship, and product design with years of experience like Terwiesch and Ulrich assign their pupils the duty of coming up with several ideas for new products or services on a regular basis.
Over the course of its existence, they have amassed thousands of business concepts contributed by undergraduate students, individuals pursuing an MBA, and seasoned business professionals.
An interesting fight took place in which they contrasted thoughts provided by humans with those generated by ChatGPT4. The challenge required students to come up with 200 ideas, while ChatGPT4 came up with 400 ideas. Half of the ideas came from a regular prompt, while the other half came from a prompt that included examples of ideas that were successful.
What is the result?
ChatGPT4 performed noticeably better than humans in terms of both number and quality. It did in roughly an hour what would take people several days to do: it came up with approximately 200 ideas.
Testing on the market demonstrated that ideas generated by ChatGPT4 were not only more numerous but also had higher purchase probability. Nevertheless, the most astonishing discovery was made in the field of outstanding ideas. The artificial intelligence-driven ChatGPT4 platform came out on top, generating 35 of the top 40 remarkable ideas.
This triumph of robots over humans in the generation of remarkable ideas has enormous repercussions for creativity and innovation.
To begin, generative AI presents a valuable reservoir of ideas that entrepreneurs ought to be eager to utilize. Integrating ideas generated by AI is essential while working on any project, be it a business plan for a small town or a ground-breaking medical breakthrough.
Second, the process of evaluating ideas has replaced idea generation as the most time-consuming part of the innovation process. Models such as ChatGPT have the potential to generate a multiplicity of ideas, which calls for the utilization of effective selection techniques.
In conclusion, rather of pitting humans against robots in a contest for superiority, a cooperative strategy is recommended. The employment of artificial intelligence should be more analogous to that of a co-pilot, assisting people in recognizing issues, investigating potential solutions, and arriving at well-informed conclusions.