US scientists decided to ask ChatGPT to help people recruited online with a range of tasks that require a bit of creativity, including choosing a gift for a teenager, making a toy, repurposing unused items and designing a dining table. They say using the artificial intelligence (AI) led to more creative results than when people made choices without its help, with creativity assessed by three expert judges with at least five years of experience in businesses, product management and consulting. ChatGPT continued to outperform humans when the tasks were made more complex and when the AI was asked to take the feelings of the gift recipient into account, the researchers say. ChatGPT didn’t produce radically new ideas, but was good at incrementally improving ideas, the authors conclude.
