AUGMENTING

CREATIVITY
USING GEN AI

Tojin T. Eapen, PhD.

Principal Consultant &
Head – Global Innovation Centre (GIC)

Lokesh Venkataswamy
CEO & Managing Director

SEPTEMBER 2023 | AIC-CB

TOJIN T. EAPEN, PHD

• Principal Consultant & Head – Global

Innovation Centre (GIC) at Innomantra.
• Previously faculty at the University of
Missouri-Columbia
• Ph.D. from UNC-Chapel Hill
• 17 years of global professional, consulting,
and research experience in innovation
management
• Book: Bioinspired Strategic Design (2024)

T. T. EAPEN 2
LOKESH VENKATASWAMY

• Lokesh Venkataswamy is a Design

Thinker, CEO & Managing Director at
Innomantra
• 25 years of professional experience in
Digital, Innovation, Intellectual Property,
and New Product Management.
• Visiting professor of business innovation
and creativity and Intellectual Property
Management in leading business schools.

T. T. EAPEN 3
 AGENDA

• Generative AI Era
• Augmenting Creativity
• Discussion

PRESENTATION TITLE T. T. EAPEN 4

GENERATIVE AI ERA

A friendly introduction to the new and

disruptive age of Gen-AI.
WHAT IS AI? Artificial intelligence (AI) is the simulation of human
intelligence processes by machines, especially computer
systems. These processes include learning (the acquisition of
information and rules for using the information), reasoning
(using the rules to reach approximate or definite conclusions),
and self-correction.

T. T. EAPEN 6
BRIEF HISTORY OF AI

1940s-1950s 1956-1974 1974-1980 1980s-1990s 1990s-2020

The early years of The “Golden Age” The “AI Winter” The resurgence of The machine
AI. Programs such of AI. Development period when AI with important learning era. The
as the Logic of expert systems funding for research developments in proliferation of data
Theorist and the and natural dried out. There practical systems has led to a
General Problem language was increased such as expert renewed interest in
Solver. processing. skepticism of the systems for medical AI, focusing on
ability of AI to diagnosis and voice machine learning
mimic humans. recognition and deep learning.
systems.

T. T. EAPEN 7
GENERATIVE AI
Generative AI (GAI) refers to a type of artificial intelligence that
is able to generate new data or content, such as text, images, or
music. This is typically done by training a model on a large dataset
of existing data, and then using the model to generate new, similar
data. Generative AI models can be used for a wide range of
applications, such as image and video synthesis, text generation,
and music composition.

T. T. EAPEN 8
AI will not take away
your jobs...Someone
using AI will.

Linkedin Post

T. T. EAPEN 9
GEN-AI MODELS*

• Text2Text: GPT, Claude 2, LlaMa

• Text2Image: DALL-E, Stable Diffusion
• Text2Video: Phenaki, RunwayML
• Text2Code: Codex, Alphacode
• Text2Audio: AudioLM, Jukebox
• Text2Science: Galactica, Minerva
*Gozalo-Brizuela & Garrido-Merchan 2023
(arXiv:2301.04655)

T. T. EAPEN 10
AUGMENTING
CREATIVITY USING
GENERATIVE AI

How AI is discovering, enabling, and disrupting

human creativity.
HOW GENERATIVE AI CAN AUGMENT
HUMAN CREATIVITY

• by Tojin T. Eapen, Daniel J. Finkenstadt,

Josh Folk, and Lokesh Venkataswamy
• HBR Magazine July/August 2023.
• Estimated 10+ Million views.
• Published in HBR global editions in
Korea, Japan, Italy, Turkey, China.

T. T. EAPEN 12
HOW GENERATIVE AI CAN AUGMENT
HUMAN CREATIVITY

• “One of the biggest opportunities

generative AI offers to businesses and
governments is to augment human
creativity and overcome the challenges of
democratizing innovation.”

T. T. EAPEN 13
EXERCISE: AI TEXT-TO-IMAGE GENERATOR

• https://www.bing.com/create
• prompt: “<tiger> next to a <lion>”
• Try later using Midjourney, Stable Diffusion, or
any other text-to-image model.

T. T. EAPEN 14
HOW GENERATIVE AI CAN AUGMENT
HUMAN CREATIVITY

• Promote Divergent Thinking

• Challenge Expertise Bias
• Assist in Idea Evaluation
• Support Idea Refinement
• Facilitate Collaboration

T. T. EAPEN 16
PROMOTE DIVERGENT
THINKING
• Challenge: Ideators find it hard to connect
multiple remote concepts.
• Solution: Use Generative AI as a tool for
remote associations can overcome curse-
of-expertise and help identify novel ideas

T. T. EAPEN 17
HUMOR & CREATIVITY

• Why did the soccer player bring an apple

to the gym?
• He thought it would give him the 'core'
strength to handle any tackles.
• Because he wanted to make sure he had a
"fruit-iful" workout and stay in "a-peel-ing"
shape!
• Well, he heard it was the secret to
perfecting his 'banana' kick!

T. T. EAPEN 18
T. T. EAPEN 19
19
T. T. EAPEN 20
VIDEO: BIOINSPIRED PRODUCT DESIGN

• https://youtu.be/xuThFn8oF34

T. T. EAPEN 21
T. T. EAPEN 22
 CHALLENGE EXPERTISE BIAS:
FORM LEADS FUNCTION
• Use generated images as a trigger for novel
ideas
• Inversion of the traditional paradigm of
“form ever follows function”
• Can overcome biases such as design
fixation and the Einstellung effect.

TURBOCHARGING IDEAS WITH GENERATIVE AI T. T. EAPEN 23

TURBOCHARGING IDEAS WITH GENERATIVE AI T. T. EAPEN 24
EXERCISE: WHAT COULD IT BE?

T. T. EAPEN 25
CHALLENGE EXPERTISE BIAS:
TRISOCIATION
• Method of Trisociation.
• Extension of the method of Bisociation.
• Described by Papanek in Design for the
Real World
• Humans find it hard to trisociate.

T. T. EAPEN 26
EXERCISE: TRISOCIATION

VIRTUAL REALITY

SUSTAINABLE PERSONALIZED
AGRICULTURE NUTRITION

T. T. EAPEN 27
CHALLENGE EXPERTISE BIAS:
TRISOCIATION
• Challenging for humans to associate three
unrelated concepts.
• LLMs seem to be good at trisociation
relative to humans given appropriate
inputs.

T. T. EAPEN 28
TURBOCHARGING IDEAS WITH GENERATIVE AI T. T. EAPEN 29
T. T. EAPEN 30
VIDEO: GRIFFINIC PRODUCT DESIGN

• https://youtu.be/at32zyckwxQ

T. T. EAPEN 31
ASSIST IN IDEA EVALUATION

• Organizations don’t have sufficient time to

appropriately evaluate large number of
ideas.
• BP Oil Spill Challenge.
• Idea evaluation and integration using
LLMs can save time and improve the
feasibility of ideas.

T. T. EAPEN 32
ASSIST IN IDEA EVALUATION

• Idea evaluation and integration using

LLMs can save time and improve the
feasibility of ideas

T. T. EAPEN 33
SUPPORT IDEA REFINEMENT

• Expand on ideas.
• Detail ideas.
• Integrate ideas and remove
inconsistencies.

T. T. EAPEN 34
ENGINEERING DESIGN

• New Product Development

• Chip Design at Synopsys.AI
• https://www.forbes.com/sites/patrickmo
orhead/2023/05/04/synopsysairevolution
izing-chip-design-through-ai-driven-eda-
suite/?sh=66c29ac44637
• https://www.assemblymag.com/articles/
97855-toyota-unveils-new-generative-ai-
technique-for-vehicle-design

T. T. EAPEN 35
CONSUMER PRODUCTS

• Large number of design concepts can be

generated quickly by customers.
• Test marketing of new products.
• https://www.forbes.com/sites/forbesbusi
nesscouncil/2023/07/21/what-
generative-ai-means-for-consumer-created-
content/

T. T. EAPEN 36
TOYS & PUZZLES

• Introduction of novel concepts quickly.

• https://aithority.com/machine-
learning/ai-invasion-revolutionizing-
childrens-toys-and-education-with-doodly-
ai/
• https://www.indiatoday.in/technology/n
ews/story/chatgpt-powered-teddy-bears-
could-read-bedtime-stories-to-kids-in-
future-says-major-toymaker-2395837-
2023-06-21

T. T. EAPEN 37
CLOTHING AND FASHION

• Design of new concepts, product tryouts

• https://www.businessoffashion.com/case-
studies/technology/generative-ai-
playbook-machine-learning-emerging-
technology/
• https://www.mckinsey.com/industries/ret
ail/our-insights/generative-ai-unlocking-
the-future-of-fashion

T. T. EAPEN 38
FOOD & BEVERAGES

• New concepts, packaging, taste design

• Can complement 3D printing (See:
cocoapress.com)
• https://foodindustryexecutive.com/2023/
03/tastewise-unveils-tastegpt-the-new-
generative-ai-that-predicts-what-and-how-
we-eat/

T. T. EAPEN 39
CONSUMER SERVICES

• Enables a high level of personalization in

services.
• https://www.bain.com/insights/five-
principles-for-generative-ai-in-financial-
services/
• https://www.businessinsider.com/sc/how
-generative-ai-will-play-a-role-in-our-
customer-experiences?IR=T

T. T. EAPEN 40
BOOK PUBLISHING

• “The Fox” published in March 2023.

• Edited in the style of Enid Blyton.
• Sparked intense conversation on social
media.
• Linkedin: https://lnkd.in/gWRkNsfT
• Book: amazon.com/dp/B0BZV6JL8V

T. T. EAPEN 41
FACILITATE COLLABORATION

• Improves idea communication capabilities

for second-language users of English.
• Enables users without training in
specialized tools to participate in
visualization.

T. T. EAPEN 42
THE NEW AGE OF
AUGMENTED
CREATIVITY IS HERE

Tojin T. Eapen, PhD.

📧 Eapen@Innomantra.com
🌐 linkedin.com/in/tteapen/

Lokesh Venkataswamy
📧 Lokesh@Innomantra.com
🌐 linkedin.com/in/lokeshvenkataswamy/