Artificial intelligence (AI) is generally considered a technology that aims to automate tasks and replace human labor. But new research from Swansea University offers a different perspective. The findings suggest that AI can also act as a creative collaborator that fosters exploration, engagement, and inspiration.
Researchers from the university’s School of Computer Science conducted one of the largest studies to date investigating how people interact with AI during creative design work. More than 800 participants took part in an online experiment to design a virtual car using an AI-assisted system.
How did AI generate diverse design ideas?
Rather than quietly optimizing designs behind the scenes, the system used a method called MAP-Elites to create a visual gallery filled with different design possibilities. These galleries showcased a wide range of automotive concepts, including highly effective designs, unusual ideas, and even intentionally flawed options.
Dr. Sean Walton, Turing Fellow, Associate Professor of Computer Science, and lead author of the study, explained, “People tend to think of AI as something that speeds up tasks or improves efficiency, but our findings suggest something more interesting. When people were shown AI-generated design suggestions, they spent more time on the task, produced better designs, and felt more engaged. It wasn’t just a matter of efficiency; it was a matter of creativity and collaboration.”
Why traditional AI assessments are too limited
This research ACM Journal Transactions on Interactive Intelligent Systemsalso highlights problems with how AI design tools are commonly evaluated. Standard metrics often focus on simple behaviors, such as how often users click or copy AI suggestions. Researchers say these measures overlook important aspects of the experience, such as how technology affects people’s thoughts, feelings, and willingness to explore new ideas.
The Swansea researchers argue that AI systems need to be evaluated using a wider range of methods that capture these deeper effects. Understanding how AI shapes human thinking and engagement can provide a more complete picture of its impact.
Why incomplete ideas boost creativity
Dr. Walton emphasized that the diversity of outputs generated by the AI played a key role in the experiment. “Our study highlights the importance of diversity in AI output. Participants responded most positively to galleries that included a variety of ideas, including bad ones. This allowed participants to explore a wider design space beyond their initial expectations. This structured diversity prevented premature lock-in and encouraged creative risk-taking.”
“As AI becomes increasingly incorporated into creative fields, from engineering and architecture to music and game design, understanding how humans and intelligent systems work together is essential. As technology evolves, the question is not just what AI can do, but how it can more effectively help us think, create, and collaborate.”
