This content originally appeared on NN/g latest articles and announcements and was authored by Tanner Kohler
Summary: AI acts as a creative teammate in group settings as it does for solo work. Thoughtful facilitation ensures teams leverage AI effectively in workshops and critiques.
I don’t need to tell you that generative AI can be useful for ideation, writing, or communication — you probably already know and believe that. In speaking with hundreds of UX practitioners about their uses of AI, it’s clear that many see it as a companion in their work. But what happens when we bring AI into group settings? Does it enhance or diminish the collaborative advantage? The results of a recent study shine some light on these questions.
AI Experiment with 776 Procter & Gamble Employees
A 2025 study by Fabrizio Dell'Acqua and colleagues compared the quality of ideas generated by 776 working professionals at Procter & Gamble who were assigned to work as individuals or in pairs (“teams”), some with AI and some without.
The quality of their ideas was rated by independent evaluators who did not know whether the solutions came from an individual or a team or whether AI had been involved.
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This content originally appeared on NN/g latest articles and announcements and was authored by Tanner Kohler
Tanner Kohler | Sciencx (2025-05-23T17:00:00+00:00) AI as a Creative Teammate. Retrieved from https://www.scien.cx/2025/05/23/ai-as-a-creative-teammate/
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