ABSTRACT
This chapter illuminates the many ways in which AI can foster creativity and inspire new ideas, from challenging the status quo and finding new ways to engage with customers and stake-holders, to optimizing processes and fostering collaborations. It presents a proposed typology and new directions for academia-industry collaborations in the field of AI and creativity in marketing as well as examined the potential for AI-enabled support for creative thinking about business models. By carefully addressing the challenges, organizations can effectively leverage the power of Artificial Intelligence and emerging new technologies to foster business creativity in a responsible and ethical way with due regard for its potential impact on society and the workforce. Overall, the key to leveraging the power of AI for business creativity is to understand how it can augment and enhance our human capabilities rather than replace them. By harnessing the power of both human and machine intelligence and respecting ethical principles.
