Human–GenAI collaboration across creative phases: Cognitive mechanisms shaping novelty and usefulness

Abstract

Generative artificial intelligence (GenAI) has demonstrated remarkable potential in creative domains; however, existing research has yet to fully explore how to optimize human–GenAI synergy or uncover the mechanisms underlying its impact on creativity. This study transcends the view of creativity as a singular process or monolithic outcome and examines how human–GenAI collaboration differentially influences the distinct creative phases of idea generation and idea elaboration. Drawing on creative process theory and goal orientation theory, we propose that human–GenAI collaboration activates phase-specific psychological mechanisms in pursuit of divergent creative goals. Using a multimethod approach, including a qualitative study (N = 20), two lab experiments (N₁ = 42; N₂ = 44), and an online behavioral experiment (N = 198), we find that human–GenAI collaboration in the idea generation phase (compared with the elaboration phase) enhances creative novelty by increasing cognitive flexibility, whereas human–GenAI collaboration in the idea elaboration phase (compared with the generation phase) improves creative usefulness by reducing cognitive overload. Furthermore, perceived GenAI intelligence moderates the indirect relationship between collaboration phases and usefulness through cognitive overload. By deconstructing the creative process, this research offers a nuanced understanding of the mechanisms and boundary conditions of human–GenAI collaboration, advancing theoretical conversations on AI-assisted creativity and providing actionable guidance for integrating GenAI into creative and organizational workflows.