“Augmented Brainstorming with AI” – Research Approach for Identifying Design Criteria for Improved Collaborative Idea Generation Between Humans and AI

Creative ideas need to be generated continuously in content marketing to communicate effectively to a given target group. Usually, brainstorming techniques are applied by content creators to stimulate new ideas. With the emergence of generative AI like ChatGPT, content ideas can be generated rapidly. The assumption is that by combining human and AI creativity appropriately, the creative results are higher than by humans or AI alone. The open research question is how to integrate humans and generative AI within the creativity process to augment the creativity. The research approach presented based on a currently running research project is aiming to identify appropriate design criteria to integrate generative AI in the form of ChatGPT into brainstorming processes to generate improved content ideas in the context of content marketing.