Exploring the impacts of generative AI on artistic innovation routines

Generative AI (GenAI) is now being used in many computer-based knowledge works by various human–AI collaborations, as a major recent technological shift. However, micro-level research of GenAI impacts is rare. Moreover, whilst the creative industries are early adopters and heavy users of GenAI, there is a lack of research in this domain. To bridge these gaps, this study implemented an inductive approach to evaluate the application of GenAI in artistic innovation based on a detailed case study in a show production firm making use of company documents, interviews, and observations. The theoretical lens of routine dynamics reveals the nature of the impacts. As both a working tool and a communication facilitator, the collective application of GenAI as the working medium led to the ostensive sequence change of routines as simultaneous exploration of problems and solutions for creativity and innovation. We provide two main theoretical implications. First, individual and collective application of GenAI as both digital working tool and medium in artistic creation can improve productivity of creation and iteration. Second, such human-AI collaboration results in the routine adaptation of ostensive aspect by changing the path and interface of routine clusters and mixtures the sequential routines within creation with local events rather than systematically transforming routines.