What is it about?
Startups are always looking for ways to grow and stay ahead in competitive markets. One key factor that helps them succeed is creativity—the ability to come up with new ideas and solutions. But how does creativity help startups develop Artificial Intelligence (AI) capability and improve their performance? In this study, we explore how organizational creativity plays a crucial role in helping startups build AI capability and enhance their success over time. We found that startups that effectively combine creativity with AI can innovate faster, make better decisions, and improve overall business performance. Our research is particularly useful for entrepreneurs, business leaders, and policymakers who want to understand how to develop AI capability in startups, especially in emerging markets where resources can be limited. By investing in creativity and AI together, startups can create a powerful cycle of innovation that drives long-term success.
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Why is it important?
Startups often struggle to develop Artificial Intelligence (AI) capability, especially in early and growth stages when resources are scarce. While AI is a powerful tool for business success, many startups lack a clear understanding of how to build and integrate AI into their operations effectively. Our study highlights a new and underexplored pathway: creativity plays a key role in helping startups develop AI capability, which, in turn, improves their performance. This is particularly important for technology-based startups in emerging markets, where innovation must happen despite resource constraints. By showing that creativity is not just about generating ideas but also about structuring and managing resources for AI development, our research provides valuable insights for entrepreneurs, managers, and policymakers. Understanding this relationship can help businesses maximize AI potential, improve decision-making, and stay competitive in fast-changing environments.
Perspectives
Writing this article was an exciting and rewarding experience. It allowed me to explore the intersection between creativity and artificial intelligence (AI) in startups, a topic that I find both fascinating and highly relevant in today’s fast-changing business landscape. I believe that creativity is often overlooked when discussing AI development, especially in startups, where there is a strong focus on technical skills and financial resources. Through this research, I wanted to highlight that creativity is not just about generating new ideas—it is a powerful resource that helps businesses structure and integrate AI in meaningful ways. I hope this article provides valuable insights for entrepreneurs, managers, and researchers, encouraging them to rethink how they approach AI capability development. More than anything, I hope this work sparks new discussions, inspires further research, and helps businesses unlock the full potential of AI through creativity.
Cristina Doritta Brandão Majorana
Universidade de Sao Paulo Campus da Capital
Read the Original
This page is a summary of: Integrating creativity and artificial intelligence capability in entrepreneurial ventures, Journal of Small Business and Enterprise Development, March 2025, Emerald,
DOI: 10.1108/jsbed-05-2024-0249.
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