Go BackAI’s Hidden Impact on Creativity and Learning
Alongside the rise of the internet and social media, artificial intelligence (AI) is one of the most transformative technologies shaping society today. Just as the internet created new roles like web designers and social media managers, AI is ushering in new professions, such as prompt engineers and AI ethicists.
The benefits of generative AI, especially in fields like marketing, are significant. It streamlines repetitive tasks, generates creative content, reduces errors, and much more. AI is often celebrated for “unlocking human potential,” opening doors to new efficiencies and innovations.
However, as a marketing professor, entrepreneur, and consultant who regularly works with young professionals and new hires for my company, Human Centric Group, I have observed a trend that gives me pause. Beyond the well-documented issue of diminished attention spans— made worse by how attached we are to our smartphones as if they’ve become extensions of our arms — I see a deeper concern: a shift in how we approach challenges and, consequently, our personal growth.
I call it the “Hitting the Wall Dilemma”, the AI’s hidden impact on creativity and learning.
The Struggle that Shapes Us
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I vividly remember my school days, lugging around heavy Latin and English dictionaries, and spending hours translating texts. When my Latin translations didn’t make sense, it felt like hitting a wall.
Today, AI can translate entire passages in seconds.
Back then, I was determined to learn English so badly that, at 16, I spent a year abroad (Spokane, WA, USA). It was one of the toughest experiences of my life—navigating a completely different culture, struggling with the language, and being away from my family for such a long time. But it shaped me in ways I couldn’t have imagined.
Now, with simultaneous translation technology on the horizon, we may never need to endure such challenges. While AI might make global communication easier, it also risks stripping away the struggle that makes us grow.
Learning a new language doesn’t just teach vocabulary—it rewires our brains, helping us think in new ways. I’ve lived in different countries, and I’ve attempted to learn multiple languages, from English and Portuguese to Spanish, and even dabbled in Armenian and Chinese. These endeavors expanded my worldview and shaped my thinking. If AI makes multilingual communication effortless, we risk losing these growth opportunities.
I’ve seen this effect in myself as well—AI tools like ChatGPT improve my written English effortlessly. But the downside is that I find myself investing less time and effort in refining my language skills.
When AI Does the Thinking for Us
Early in my career, I struggled with Excel formulas, investing time and effort to master them. Today, AI can generate them in seconds. While convenient, does this help us develop the problem-solving skills we need in everyday life?
If social media has numbed our brains, AI could present an even greater risk—reducing our cognitive growth. We’re becoming accustomed to achieving better results with less effort. This is like sweeping dust under the carpet rather than truly cleaning the room.
AI’s Hidden Impact on Creativity
Creativity, in my view, is like a muscle that requires exercise. AI makes it easy to come up with creative ideas, but it’s like lifting light weights at the gym: without the struggle, you don’t build real strength. Genuine creativity often emerges from boredom, from moments of frustration, or from taking a shower when suddenly, a brilliant idea comes to you. When we rely too much on AI for brainstorming, we miss out on the struggle, the iteration, and the unique thought process that fuels true creativity. Ultimately, as more people rely on AI and let it handle most of the creative work, ideas will start to feel more alike.
A Deloitte article puts it well: “AI cannot replicate the curiosity and empathy that fuel imagination and lead to creative invention. This involves the drive to explore, to craft narratives, and to collaborate. These activities require thinking like a researcher and asking the right questions, not just delivering on preprogrammed objectives.”
What AI Itself Has to Say
Curious about AI’s own perspective, I asked ChatGPT, “What are the potential downsides of increased AI use?” It responded with a thought-provoking answer: “As AI becomes more integrated into everyday life, there is a risk that people may become too dependent on these systems, leading to a decline in critical thinking, problem-solving skills, and other human competencies.” You have to appreciate AI’s honesty!
While AI can enhance our lives and produce impressive results, does it truly make us better people?
I often remind my team that we, as marketers, are like musicians, and generative AI is our instrument. While it can help us deliver better performances, it does not necessarily make us better musicians. The instrument itself doesn’t substitute for practice, learning, and the effort required to improve.
In a world where AI is becoming more pervasive, we must not lose our willingness to struggle. We need to hit walls now and then, as uncomfortable as it may be. The easy path might save time, but it doesn’t foster resilience, creativity, or true growth.
Embracing AI While Preserving the Human Spirit
AI presents us with immense opportunities—there’s no denying that. It has the power to transform industries, improve efficiencies, and even help us tackle complex problems. But we have to be aware of AI’s hidden impact on creativity and approach it with caution. If we lean too heavily on AI, we risk losing the very qualities that make us uniquely human: our curiosity, our creativity, and our capacity to grow through adversity.
Let’s use AI to empower ourselves, not to shield ourselves from life’s challenges. Let’s struggle a little more, hit those walls, and resist taking the easy route. In doing so, we can ensure that as AI continues to evolve. We do too—becoming not just more efficient, but more thoughtful, more mentally agile, and ultimately, better humans.
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