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Creativity in the Age of AI

Toolkits for the Modern Mind

Jerry (Yoram) Wind, Mukul Pandya and Deborah Yao

De Gruyter, 2025

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As AI reshapes every corner of the business world, creativity is becoming more essential and attainable. The Wharton School’s Jerry Wind describes how emerging AI tools can act as catalysts, collaborators, and accelerators across the entire creative process. Integrating classic models of creativity and familiar frameworks for decision-making and problem-solving with cutting-edge capabilities — such as generative design and AI-assisted problem-solving — he shows how individuals and organizations can dramatically expand their creative capacity by combining human curiosity and machine intelligence. His example prompts make the advice immediately applicable.

Summary

Creativity has become a necessity in the business world — and it’s a skill anyone can learn.

Creativity has become an essential for organizational success. Research shows that creativity correlates with business growth and market share. According to McKinsey, companies in the most innovative quartile achieve 2.4 times the revenue growth of other firms. But the great majority of teams still struggle to apply creativity to problem-solving. Happily, creativity is a skill that anyone, at any age, can develop by systematically applying specific approaches.

Creativity is more than imagining something new. Many people have good, even brilliant, ideas from time to time. Creativity is when these ideas translate into practical value. In 1926, psychologist Graham Wallas helped demystify the creative process by defining the four psychological stages of creativity: During preparation, you consciously identify and learn about a problem; in the incubation stage, you let the problem “stew” in your subconscious; illumination occurs when a possible solution presents itself; and during the verification stage, you refine the idea to make it feasible and effective.

Almost a century...

About the Authors

Jerry Wind is professor emeritus and professor of marketing at the University of Pennsylvania’s Wharton School, where he co-founded the SEI Center for Advanced Studies in Management. Mukul Pandya is an associate fellow at Oxford University’s Saïd Business School and a consulting editor of Oxford Business Review. Deborah Yao, a business and tech journalist, is editor in chief of The AI Innovator.

Creativity in the Age of AI

Toolkits for the Modern Mind

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Creativity has become a necessity in the business world — and it’s a skill anyone can learn.

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