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The use of Artificial Intelligence (AI) is increasingly present in companies’ daily operations. According to the “Work Trend Index” study (2025), conducted by Microsoft in partnership with LinkedIn, approximately 75% of knowledge workers worldwide are already using the tool at work. The widespread adoption is clear, although it still differs regionally, as in Latin America, for example, the number is slightly below average, totaling only 58% (“The State of AI in 2024“, McKinsey & Company).
During daily routines, the use of this technology varies, and it can be used as an assistant for code writing, brainstorming, summarizing information, or even research.
In this context, a study published in the Journal of Applied Psychology made an interesting discovery, specifically regarding AI’s influence on human creativity, and the results were intriguing. According to the researchers, this technology helps improve the creativity of only some employees. But why does this happen? That’s what we’ll explore in this article.
About the research
To begin, it’s important to understand where creativity comes from and how it’s developed. Fundamentally, it comes from the ability to synthesize, recombine, and bring together elements in an unusual way, never seen before. To do this, creative people possess certain cognitive characteristics, such as well-developed critical thinking about their own work.
In tasks that require creativity, the study shows that context also matters, particularly in two areas, discussed below. The first is free access to information and business knowledge, so they can be expanded upon. The second is a routine that allows adjustments in work methods and task order, managing to alternate between more complex and simpler tasks, thereby enabling creative idleness. This is where AI comes in and has significant influence.
One of the ways employees use the tool is to conduct research, in other words, expand their knowledge. It can do this in seconds, and the new layer of information can be cross-referenced with human insights, resulting in a new interpretation. Additionally, AI also contributes by taking on repetitive tasks, reducing mental exhaustion.
However, simply making this technology available is no guarantee that it will be used correctly. As mentioned earlier, critical and strategic thinking is needed, a cognitive ability found in only certain profiles. This skill allows planning task stages, evaluating whether they’re being done effectively, or tracking progress. Through this lens, AI serves as a tool that fills gaps and brings a new perspective. The study adds that other profiles tend to accept the first answer, which doesn’t contribute to creativity.
How managers can contribute to creativity
With this discovery, it’s necessary to think about how to encourage creativity in the workplace using the tool the right way, that is, unlocking its full potential. To do this, the answer is to develop metacognition, which is the ability to reflect on one’s own thinking, or “thinking about how we think.” This allows us to monitor, organize, and regulate our cognitive processes to learn and solve problems.
One alternative is to use AI as a research source. Management can encourage the team to gather diverse information, look at things from different angles, and automate what’s possible to allow cognitive rest and have the necessary conditions to think of creative alternatives.
Furthermore, it’s necessary to stimulate critical thinking. A simple but positively impactful practice is to always question the tool’s answers, treating them only as a starting point and not as the final answer. This skill can be trained, of course, which qualifies as another best practice. Simple exercises like analyzing the response, trying to identify errors, and suggesting alternatives already help.
Finally, one can think of a workflow that positions AI as a work-enhancing tool. Thinking in applied terms, instead of using it for quick answers, the technology can be used to generate different perspectives, compare and even critique previous responses, and rethink the same idea multiple times.
We know this at NextAge, and we apply these best practices in our daily work. We’re aware that AI is increasingly integrated into work routines and, therefore, we created NextFlow AI, our innovative methodology applied to software development. Our devs use AI as a tool to generate more efficiency and automate manual tasks. Despite this, everything is done with “zero trust,” meaning every line of code is critically reviewed by our professionals.
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