Resumo

MOLARES-CARDOSO, Julinda; BADENES-PLA, Vicente  e  MAIZ-BAR, Carmen. Human Creativity vs. Artificial Creativity: Comparative Study between University Students and Chatbots in Idea Generation. Palabra Clave [online]. 2024, vol.27, n.1, e27110.  Epub 08-Abr-2024. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2024.27.1.10.

Artificial intelligence (AI) is transforming the creative spaces of society. Some research believes AI can be creative by analyzing and learning from large amounts of data. In contrast, others argue that it generates ideas based on existing patterns, raising questions about its actual creative potential. This study aims to investigate whether AI can be as creative as students of an Advertising and Public Relations undergraduate program specialized in this area. The methodology consisted of a mixed experiment with a verbal creative exercise. Once the students took the test, the poe.com platform was used to evaluate the creativity of the chatbots ChatGPT, Claude-instant, and Dragonfly, following the same instructions given to the students. The conclusions show that AI systems still cannot compete with people's creative ability. Both quantitative and qualitative results reveal that, although AI can enhance human capabilities, it cannot replace them. Chatbots showed limitations in understanding the subtleties of language, generating new concepts, applying synthesis, and developing lateral thinking. AI can repeat existing patterns but cannot replicate the complexity and richness of human creativity, nor can it make emotional connections to themes.

Palavras-chave : Creativity; communication; conceptualization; innovation; artificial intelligence; advertising.

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