menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
MediaHisttory Podcast image

18.09.2023 Media industry

Artificial Intelligence is ALREADY Outperforming Humans in Creativity

Krzysztof Fiedorek

ChatGPT, an AI model based on the GPT-4 engine, achieved better results than the vast majority of students in the standard Torrance Test of Creative Thinking (TTCT), which evaluates creativity. The study was conducted by researchers from the University of Montana.
Poczytaj artykuł wydanie polskie w wydaniu polskim

Artificial Intelligence is ALREADY Outperforming Humans in Creativityillustration: bing.com/create

In the study conducted by Montana researchers, ChatGPT ranked in the top 1% for originality. The Torrance Test of Creative Thinking (TTCT) has been used for decades to assess human creativity. It evaluates creativity based on several factors:

  • fluency,
  • flexibility,
  • originality
  • elaboration.

According to Newseria, the researchers submitted eight ChatGPT-generated responses and a control group of 24 University of Montana students for evaluation. The results were compared with the scores of 2,700 students nationwide who took the TTCT in 2016.

- We decided this would be an interesting subject to study because ChatGPT and GPT-4 perform very well on other tests, typically displaying traits like memory and extensive knowledge. Along with other researchers, we concluded that GPT-4 can create creative responses to tasks, says Erik Guzik from the University of Montana. - Interestingly, OpenAI claims GPT-4 is more creative than GPT-3. This is fascinating in itself and motivated us to explore GPT-4`s creativity by measuring the fluency, flexibility, and originality of its responses in the Torrance Test of Creative Thinking.

Creativity at an EXCEPTIONAL Level


The evaluation was conducted by Scholastic Testing Service (STS), which was unaware of AI`s participation in the study. The STS analysis revealed that ChatGPT achieved exceptional results, ranking in the upper percentile for fluency and originality but slightly lower in flexibility at the 97th percentile.


- Some people are surprised that artificial intelligence demonstrates creative thinking skills, but if we go back to its beginnings, we find its founders openly stated their goal was to simulate creative thinking abilities. They aimed to create a simulation of intelligence, and creativity is a part of that, says Erik Guzik in an interview with Newseria. - The creators of AI clearly defined their goal and used the word “creativity” in the initial documents outlining potential achievements of artificial intelligence.

The study`s results could have far-reaching implications. They suggest that AI could be used to generate new ideas and solutions in fields such as medicine, business, and science.

AI algorithms are already being used to develop new drugs. The biotechnology startup Insilico Medicine was the first to advance a drug designed by generative AI to Phase II clinical trials involving patients. This drug offers hope to patients suffering from idiopathic pulmonary fibrosis, which leads to respiratory failure.

The results from Montana researchers show AI can be a powerful tool to support human creativity.

Artificial Intelligence and Marketing


Marketers using generative AI also see its potential but have concerns about its safety and accuracy. According to the Generative AI Snapshot Series study conducted by Salesforce and YouGov, the industry anticipates significant changes soon.

Salesforce surveyed over 1,000 marketing professionals. The results, cited by Newseria Biznes, showed:

  • 51% already use generative AI
  • another 22% plan to adopt it soon.

This means nearly three-quarters of marketers recognize its potential and are already leveraging it. Marketers primarily use generative AI for:

  • content creation (76%)
  • writing copy (76%).

Many predict significant changes in their work due to this technology. As many as 53% say generative AI is a "game changer," seeing potential in personalizing messages, creating marketing campaigns, and optimizing SEO strategies.

SELF PROMOTION. Listen to the story of Daphne Caruana Galizia. Discover our #mediaHISTORY podcast

Although the technology seems promising, marketers have concerns. 67% believe their company data is not adequately prepared for AI. Similarly, 63% think trusted customer data is essential. Despite the enthusiasm, many believe effective AI use requires human oversight.

Algorithmic Exclusion


Dr. Kuba Piwowar, a sociologist and cultural expert from SWPS University, highlights another critical aspect related to AI: algorithmic exclusion. This phenomenon, caused by improper data selection for analysis, leads to better outcomes for some groups while disadvantaging others.

This occurs because society and culture are challenging to capture as digital data. Typically, marginalized groups - such as women, non-heteronormative individuals, people of color, or lower-income individuals - fare worse.

Classification systems organize reality. If someone doesn`t fit into an accepted category, the system doesn’t see them, making it impossible to create robust policies for these groups. We can’t determine whether an issue is small or widespread or how often it occurs. We overlook groups of people who want to be recognized.

These models reflect societal phenomena. For example, if you search for “physicist,” you’ll likely see images of men in lab coats rather than Marie Curie or other notable women researchers. This happens because men dominate this professional group in society.

Dr. Piwowar believes education is crucial. Analytical skills should be taught in primary and high schools to familiarize students with these concepts. At the university level, especially in technical fields, ethics courses should be introduced to explain the dilemmas surrounding algorithm operations. In the United States, there are even degree programs on ethical AI and responsible AI use.

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

The most valuable female personal brands in Polish fashion. IMM report

KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.

Disinformation ranks above terrorism as global threat

KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.

Television 2025. Report by the European Broadcasting Union

Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.


See articles on a similar topic:

Selfish Trap: A New Social Influence Technique

Krzysztof Fiedorek
Three psychologists from SWPS University have described a social influence method suggesting people are more willing to complete a task if it highlights a quality important to them, such as loyalty, intelligence, or rationality.

Pseudo-democracy and Media - A Few Reflections

Grzegorz D. Stunża
Every four years, citizens are served elections, which are certainly not free. Polls replace part of the electoral process, shaping opinions and voting preferences.

Artificial Intelligence and Digital Skills. The Future of the Job Market is Here

KFi
The world faces the challenge of digital transformation, and technological skills have become a gateway to career success. How do Europeans evaluate their abilities, and which industries are leading the way? A recent report by Pracuj.pl reveals which skills open doors to better careers and why AI is the future of work.

Deepfake Blurs Truth and Falsehood. Human Perception Research

KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.

More in the section: Media industry

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Media Review 24/7




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#4Lines 4 a Good(?) Morning SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25