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Human-AI Brainstorming Experience: Exploring Satisfaction, Social and Cognitive Dimensions of AI-augmented Brainstorming
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Resumo(s)
With the rise of GenAI and its use both in business and academic settings, understanding it
influence on collaborative creative processes is becoming increasingly important. This study
explores the impact of ChatGPT on the brainstorming dynamics with a focus on the experience
of participants. The aim of the study is to investigate how the use of ChatGPT influences
participants satisfaction and the occurrence of social and cognitive effects in idea generation
sessions among data science students. A mixed-method approach was adopted, consisting of
experiments and surveys. The experiments in the form of brainstorming sessions were
conducted in four different brainstorming techniques: traditional group, nominal (individual),
traditional group with ChatGPT and nominal with ChatGPT. In order to register participants'
expectations and perceptions a survey was designed, including pre- and post-experiment
sections which was further analyzed using ANOVA and t-tests.
The findings show that participants of AI-assisted group sessions report increased selfperceived creativity compared to initial self-assessment, while students, who engaged in
individual idea generation (not AI-assisted) reported lower increased self-perceived creativity
after the exercise. In addition, AI-assisted group session participants demonstrated
satisfaction higher than participants of other brainstorming techniques. This trend was
observed on general sample; however, low social anxiety participants did not follow it and
reported higher satisfaction in group session versus individual, regardless AI assistance.
Despite the positive effects of the use of ChatGPT, AI-assisted sessions showed a tendency
towards free-riding, with participants relying more on AI than on their peers for idea
generation. The study revealed no significant differences among groups’ social and cognitive
dynamics.
This research addresses gaps in the literature on creativity within data science, particularly
regarding the integration of AI in brainstorming. It demonstrates the potential of AI to
augment creative processes, boosting self-perceived creativity and satisfaction, while also
highlighting the need for strategies to mitigate free-riding and reach balanced contributions
of human-AI collaboration. The findings have implications for designing effective
brainstorming sessions in both educational and corporate environments, suggesting that AI
can be a valuable tool for enhancing creativity when integrated thoughtfully with human
participation.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
AI-augmented Brainstorming Creativity Gen AI Brainstorming Experience Free-Riding SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure