Generative AI is finally helping us build those crazy, original ideas that used to be impossible to actually make.
SSRN · March 18, 2026 · 6431444
The Takeaway
In human creativity, there is a consistent negative correlation between how 'novel' an idea is and how 'feasible' it is. This study shows that ChatGPT-generated ideas manage to escape this trade-off, producing concepts that industry experts rated as simultaneously highly original, practical, and beneficial to customers.
From the abstract
The rapid rise of Generative AI is transforming creative work, with organizations increasingly exploring its potential to enhance early-stage ideation. Yet, innovation processes still face the “innovation paradox,” where highly novel ideas are typically perceived as less feasible or in some contexts less beneficial to customers. This study empirically examines whether ChatGPT can help mitigate these trade-offs in the professional audio industry. Across five prompting strategies, ChatGPT generate