Beyond Imagination: Design Thinking, Creativity and the Power of AI

The adoption of generative artificial intelligence and automation technologies is reshaping business dynamics, acceleratinginnovation, and transforming workforce skills. This study examines the role of creativity and Design Thinking in integrating AI intoorganizational processes, highlighting the synergy between artificial and human intelligence in both incremental and disruptiveinnovation. AI adoption generates a dual effect: on the one hand, it enhances productivity by automating routine tasks; on the other,it necessitates strengthening cognitive, social, and emotional skills to support adaptation in a rapidly evolving environment. Theanalysis underscores how DT, with its human-centered approach, can serve as a catalyst for the effective integration of AI, balancinganalytical thinking with intuitive creativity. The proposed framework illustrates how AI can support each phase of the DT process,from data collection and interpretation to prototyping and solution validation. Furthermore, the study explores the impact of AI onknowledge-based work and the changing nature of decision-making, collaboration, and creative processes within enterprises. Thisresearch contributes to the academic debate on AI’s impact in business, proposing an integrated approach that leverages thecomplementarity between human capabilities and artificial intelligence, outlining strategies for sustainable and inclusive innovation.