GENERATIVE AI AND HUMAN CREATIVITY IN KNOWLEDGE WORK: THE MEDIATING ROLE OF REFLECTIVE THINKING

Abstract

The rapid emergence of generative artificial intelligence (AI) technologies has transformed organizational knowledge work by reshaping how employees generate ideas, solve problems, and perform creative tasks. While generative AI tools such as ChatGPT, Gemini, Claude, and Copilot provide substantial support for ideation and productivity, growing concerns exist regarding their impact on independent thinking and human creativity. This study investigates the relationship between generative AI usage and human creativity in knowledge work, with reflective thinking serving as a mediating mechanism. Using quantitative data collected from 250 knowledge workers across banking, healthcare, marketing, IT, and food industries, the study examines how reflective engagement with AI-generated outputs influences creative performance. Findings reveal that employees who critically evaluate, reinterpret, and cognitively engage with AI-generated information demonstrate stronger creativity than employees who use AI passively. The results indicate that generative AI enhances creativity primarily when accompanied by reflective thinking. Employees who use AI as a starting point for deeper reasoning and idea refinement are more likely to generate novel ideas and creative solutions. The study contributes to literature on human–AI collaboration, cognitive augmentation, creativity, and future-of-work research by demonstrating that reflective cognition is essential for transforming AI-generated outputs into meaningful human creativity.