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Exploring the Efficacy of Chat GPT: A Comparative Analysis of Brainstorming Performance between AI and Human Interaction
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Orientador(es)
Resumo(s)
This work looks at how useful ChatGPT can be in generating ideas compared to people,
focusing on real cases from the restaurant industry in Portugal’s Oeste region. The approach
was simple: collect ideas from both sides, AI and human, keep their source hidden, and ask
participants to rate them based on originality, usefulness, and empathy. In general, human
ideas were slightly more appreciated, mostly because of their emotional tone and awareness
of context. Still, the AI held its ground — it produced clear, structured ideas quickly and
without effort. It became clear that AI isn’t here to replace people, but it can help, especially
in the early stages of brainstorming when quantity and speed matter. The study shows that
both sides have their strengths, and combining them might be the most effective approach.
While the test was limited to one industry and format, the results raise good questions about
how tools like ChatGPT can be used in practical creative processes, not as shortcuts, but as
support. There’s room to explore this further in other areas and with more interaction
between human and machine. For now, what this research highlights is simple: AI can bring
value to creativity, but it works best when people are still leading the process.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Generative AI Brainstorming Human-AI Collaboration Cognitive Stimulation Idea Generation SDG 9 - Industry, innovation and infrastructure