Who expands the human creative frontier with generative AI: Hive minds or masterminds?

Abstract

Artists are rapidly integrating generative text-to-image models into their workflows, yet how this affects creative discovery remains unclear. Leveraging large-scale data from an online art platform, we compare artificial intelligence (AI)-assisted creators to matched nonadopters to assess novel idea contributions. Initially, a concentrated subset of AI-assisted creators contributes more novel artifacts in absolute terms through increased output-the productivity effect-although the average rate of contributing novel artifacts decreases because of a dilution effect. This reflects a shift toward high-volume, incremental exploration, ultimately yielding a greater aggregate of novel artifacts by AI-assisted creators. We observe no evidence of a human-AI effect above and beyond the productivity effect. The release of open-source Stable Diffusion accelerates novel contributions across a more diverse group, suggesting that text-to-image tools facilitate exploration at scale, initially enabling persistent breakthroughs by select "masterminds," driven by increased volume, and subsequently enabling widespread novel contributions from a "hive mind."