Artificial intelligence (AI) is commonly viewed as a technology designed to automate work and potentially replace human labor. However, new research from Swansea University offers a different perspective. The findings suggest that AI can also function as a creative collaborator that encourages exploration, engagement, and inspiration.
Researchers from the University’s Computer Science Department carried out one of the largest studies so far examining how people work alongside AI during creative design tasks. More than 800 participants joined an online experiment where they used an AI-supported system to design virtual cars.
How AI Generated Diverse Design Ideas
Rather than quietly optimizing designs behind the scenes, the system used a method called MAP-Elites to produce visual galleries filled with many different design possibilities. These galleries showed a wide spectrum of car concepts, including highly effective designs, unusual ideas, and even some intentionally flawed options.
Turing Fellow Dr. Sean Walton, Associate Professor of Computer Science and the study’s lead author, explained: “People often think of AI as something that speeds up tasks or improves efficiency, but our findings suggest something far more interesting. When people were shown AI-generated design suggestions, they spent more time on the task, produced better designs and felt more involved. It was not just about efficiency. It was about creativity and collaboration.”
Why Traditional AI Evaluation May Be Too Limited
The study, published in the ACM journal Transactions on Interactive Intelligent Systems, also highlights a problem with how AI design tools are typically assessed. Standard metrics often focus on simple behaviors, such as how frequently users click on or copy AI suggestions. According to the researchers, these measures overlook important aspects of the experience, including how the technology influences people’s thoughts, emotions, and willingness to explore new ideas.
The Swansea researchers argue that AI systems should be evaluated using broader methods that capture these deeper effects. Understanding how AI shapes human thinking and engagement could provide a more complete picture of its impact.
Why Imperfect Ideas Can Boost Creativity
Dr. Walton emphasized that variety in AI-generated output played a crucial role in the experiment. “Our study highlights the importance of diversity in AI output. Participants responded most positively to galleries that included a wide variety of ideas, including bad ones! These helped them move beyond their initial assumptions and explore a broader design space. This structured diversity prevented early fixation and encouraged creative risk-taking.
“As AI becomes increasingly embedded in creative fields, from engineering and architecture to music and game design, understanding how humans and intelligent systems work together is essential. As the technology evolves, the question is not only what AI can do but how it can help us think, create and collaborate more effectively.”