Who performs better? Exploring the role of generative AI in creativity and brainstorming

Creativity is a fundamental human capacity, and while generative artificial intelligence (GenAI) is increasingly used to support creative work, the extent to which it can improve human creativity remains unclear. Innovation begins with the generation of creative ideas, and hybrid brainstorming (individual followed by team brainstorming) remains one of the most widely adopted technique for fostering creative ideas. Understanding how GenAI shapes individual idea generation is increasingly important, particularly when individuals anticipate future collaboration with either a human or an AI teammate. This study examines how incorporating GenAI as an assisting tool during individual brainstorming influences idea quantity, quality, and flexibility, and whether these effects vary by anticipated collaboration partner. In a laboratory experiment ( N = 212), participants brainstormed either independently or with AI assistance while anticipating a subsequent collaboration with a human or an AI teammate. Results showed that individuals brainstorming independently generated a greater number and flexibility of ideas, whereas those who used AI assistance produced ideas of higher quality. Among AI-assisted participants, those anticipating a human teammate generated ideas that were more original and enjoyable than those anticipating an AI collaborator. These findings indicate that GenAI can enhance idea quality during individual brainstorming, but its benefits are shaped by social-motivational factors. Integrating GenAI into creative processes may be most effective when AI complements, rather than substitutes for, active human collaboration and engagement. • Individuals brainstorming with AI support create more original and enjoyable idea. • Individuals brainstorming with AI support reduce idea quantity and variety. • Anticipating human teammate increases idea originality and enjoyableness. • GenAI enhances individual idea quality, shaped by social-motivational factors. • GenAI is most effective when assisting, not replacing, human collaboration.