How AI Ideas Affect the Creativity, Diversity, and Evolution of Human Ideas: Evidence From a Large, Dynamic Experiment
This addresses the impact of AI on human creative processes and cultural evolution, providing empirical evidence for policymakers and researchers, though it is incremental in building on prior work on idea generation and AI influence.
The study investigated how exposure to AI-generated ideas from ChatGPT affects human creativity and idea diversity in a large-scale experiment with over 800 participants. It found that high AI exposure increased collective idea diversity and the rate of change in diversity, but did not enhance individual creativity, with no significant effects from labeling ideas as AI.
Exposure to large language model output is rapidly increasing. How will seeing AI-generated ideas affect human ideas? We conducted an experiment (800+ participants, 40+ countries) where participants viewed creative ideas that were from ChatGPT or prior experimental participants and then brainstormed their own idea. We varied the number of AI-generated examples (none, low, or high exposure) and if the examples were labeled as 'AI' (disclosure). Our dynamic experiment design -- ideas from prior participants in an experimental condition are used as stimuli for future participants in the same experimental condition -- speaks to the interdependent process of cultural creation: creative ideas are built upon prior ideas. Hence, we capture the compounding effects of having LLMs 'in the culture loop'. We find that high AI exposure (but not low AI exposure) did not affect the creativity of individual ideas but did increase the average amount and rate of change of collective idea diversity. AI made ideas different, not better. There were no main effects of disclosure. We also found that self-reported creative people were less influenced by knowing an idea was from AI and that participants may knowingly adopt AI ideas when the task is difficult. Our findings suggest that introducing AI ideas may increase collective diversity but not individual creativity.