Yes, AI can be a good creative partner—but only when collaboration is intentional and well-structured. A new study by researchers from the University of Cambridge and other institutions shows that simply using AI does not automatically boost creativity. Instead, the key to success lies in how humans and AI work together, particularly through guided, iterative idea refinement. The research, published in Information Systems Research, challenges the assumption that adding AI to creative tasks automatically leads to better outcomes. The team found that while AI can generate ideas quickly, human-AI teams often fail to improve over time because they default to endless idea generation rather than deepening and refining existing concepts. The study involved three experiments with over 160 participants each, focusing on creative problem-solving in social and environmental contexts. The first study showed no significant increase in creativity when humans used AI without guidance. The second revealed that only joint idea refinement—where both humans and AI build on and improve each other’s contributions—led to better results. However, participants rarely engaged in this behavior naturally. The third study confirmed that when people were explicitly instructed to focus on co-developing ideas, creativity improved significantly across repeated tasks. The researchers introduce the concept of “augmented learning” in the context of generative AI, redefining it as a shared, dynamic process where both humans and AI learn and create together. Unlike traditional tools that simply provide information, modern AI acts as a collaborator, capable of shaping ideas and decisions. The success of this partnership depends on clear roles, feedback loops, and structured workflows. Netflix is cited as a real-world example. The company uses AI not to write scripts from scratch, but to analyze story elements like character development, pacing, and audience trends. Human writers generate initial drafts, and AI helps refine them, improving both content and marketing strategies. The researchers emphasize that AI tools must be designed to encourage feedback and iteration, not just rapid idea generation. They recommend that organizations implement training programs, templates, and workflows that teach employees how to treat AI as a creative partner—by asking questions, challenging suggestions, and refining outputs together. The findings warn against the rush to adopt generative AI without understanding how to use it effectively. Simply deploying AI does not guarantee creative gains. Instead, organizations must rethink task design, breaking down creative work into stages where humans and AI play complementary roles—AI generating options, humans evaluating and shaping them. Ultimately, the study shows that AI can enhance creativity, but only when collaboration is intentional, structured, and focused on continuous improvement rather than quantity. The future of creative work lies not in replacing humans with machines, but in building stronger, smarter partnerships between people and AI.