Webinar: Future of Business Creativity

Oct 19, 2020

Most major companies and platforms such as IBM, McKinsey & Company and the World Economic Forum are indicating that creativity will be one of the key competencies for tomorrow´s CEO.

Creativity: man, or computer

Last month, Ernst Jan van Batenburg treated us to a webinar that was a sequel to his earlier master class on Systematic Incentive Thinking (SIT). This scientifically proven methodology shows that human creativity can be reduced to five thought patterns.

This webinar focused on the question: Who puts the CEO in charge of the competence creativity? Man, or a computer?

The conclusion: it is not creativity that is influenced by Artificial Intelligence (AI), but rather how you use AI to develop creativity within your organization.

Ernst Jan advised organizations and companies to implement this hybrid, cognitive process by considering 5 steps:

  1. Move up the skillset ladder
  2. Give creativity a prominent place in your business
  3. Adopt a new type of leadership
  4. Find a new Human AI equilibrium
  5. Harness AI

Does this mean that AI will take over one of the distinguishing capacities of man? What then is man´s added value?

In this reasoning, Ernst Jan takes an interesting step towards another mindset. In essence, it boils down to taking the robot out of man. In other words: by taking over certain tasks, AI shows that it equals the creativity of man. AI does not take over man´s creativity but assists his creativity. What we now call creativity contains a high degree of cognitive steps that can easily be supported by AI. Instead of seeing this as a threat, we humans could rather embrace a hybrid cognitive AI process. AI and man have a joint role to play in this process.

No less than 50 participants listened attentively for more than 1 hour to the story Ernst Jan shared with us. This turned our first online COVID19 webinar into a great success story.

Below are a few of the questions and challenges that our participants put to Ernst-Jan:

“You make an assumption the correctness of which is very questionable: now the algorithm would win, I would like to see proof of that, because I don't believe it.”

This was just one of the reactions to which Ernst Jan could reply with a clear argument. He proved that on a creativity level, AI equals or even conquers man. Many examples from art, music, film and even from the kitchen in the form of a recipe book. With AI it is already possible nowadays to compose a complete classical piece. The example from the advertising industry showed that AI leaves man far behind. Impressive that a computer has made such progress already.

“How could companies distinguish themselves in the future if this competence is available to all companies through AI"?

A legitimate question from one of our participants. In this respect, Ernst Jan referred us to the concept of "Systematic Incentive Thinking or SIT" that he introduced us to earlier. SIT is a scientifically based framework that shows that people's creativity is reasonably predictable. Five patterns underlie the development of new services and products by humans. These patterns, Ernst Jan told us, are the building blocks for the development of an AI solution.

We would like to thank Ernst Jan for his contribution and the insights he shared with our participants. We hope to be able to welcome you again soon at the next event of our Circle!


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