Merchandising/Marketing/Retailing: Management

Enhancing or Hindering Creativity? The Impact of Generative AI on Workers’ Creative Self-Efficacy 

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Abstract

This study focuses on Generative AI and its impact on the workforce performing creative tasks in the fashion and marketing fields. It remains underexplored how AI can enhance creativity or hinder users’ creative processes by limiting independent exploration of diverse approaches. The study aims to develop a conceptual model that explains workers’ motivations for using AI and its impact on their creative self-efficacy. Adopting the dual-process model of creative thinking, the study examines divergent and convergent thinking in relation to avoidance and achievement motivation frameworks. It examines how creative thinking and creative self-efficacy are influenced by users’ motivations for using AI tools. Depending on motivation, workers’ engagement with AI through divergent and convergent thinking varies. The conceptual model provides insights into workforce utilization and the balanced adoption of AI. It also provides guidance for strategic task assignments that consider individual strengths in the creative thinking process, enhancing creative self-efficacy.  

Keywords: Generative AI, creative self-efficacy, divergent thinking, convergent thinking

How to Cite:

Hwang, J. & Lim, C., (2025) “Enhancing or Hindering Creativity? The Impact of Generative AI on Workers’ Creative Self-Efficacy ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21777