Inteligência artificial generativa e processos criativosum estudo exploratório sobre as transformações na prática de ideação empreendedora

Resumo

This study aimed to analyze how the use of generative artificial intelligence impacts the creative process and the sense of authorship of entrepreneurs in the ideation phase. considering that ideation depends essentially on creativity, this research seeks to understand whether the introduction of these technologies alters the role played by the entrepreneur in the construction of innovative ideas and solutions. The methodological approach adopted was qualitative and exploratory. The study was characterized as applied research, utilizing four focus groups for data collection, in addition to bibliographic research for theoretical foundation. The analysis of the results was conducted using the Framework Analysis technique and triangulation. It is possible to conclude that three structural transformations emerged regarding the creative process of the participants in this research when co-creating with generative artificial intelligence: the immediate cognitive delegation by the participants; a shift in the participant's operational role, from an active generator of ideas to a curator of options presented by the tool; and a reduction in the cognitive effort invested, characterized by the participants as "laziness," while simultaneously acknowledging efficiency gains. Thus, in this sample of entrepreneurship students in an experimental context, generative artificial intelligence was shown to be associated with transformations in the creative process and the sense of authorship at the moment of ideation, through a system that creates an illusion of creative empowerment while eliminating the necessary incubation of divergent thinking, restricting exploration to spaces of possibilities, fragmenting entrepreneurial identity, and compromising the sense of psychological ownership necessary for market resilience.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/39028

Temas

InfraestruturaDesenvolvimento EconômicoTecnologiaEducação

Palavras-chave

Ideação empreendedoraInteligência artificial generativaCriatividadeEmpreendedorSenso de autoriaEntrepreneurial ideationGenerative artificial intelligenceCreativityEntrepreneurSense of authorshipAdministração de empresasInteligência artificialCriatividade nos negóciosPensamento criativoEmpreendedoresAutoriaODS 4: Educação de qualidadeODS 9: Indústria, inovação e infraestruturaODS 10: Redução das desigualdades