Blog Layout

Institute for Creativity and AI

Sam Steele

16 October 2024

The future of Creativity and AI

Creative thinking is becoming something of a hot topic in business circles these days.


The World Economic Forum’s Future of Jobs report showed that analytical thinking and creative thinking

are currently the top two skills required by global businesses, closely followed by technological literacy (Future of Jobs, WEO, 2023).


Banking giants HSBC forecasts the future office as a "highly creative research lab, where innovation and creativity are key activities" (HSBC, 2024). In the same report HSBC also consider the impact of AI and other advanced technology on the workplace.

A table which shows the Top 10 skills on the Rise, and what type of skill it is, published by the World Economic Forum. 1. Critical thinking (cognitive skill). 2. Analytical thinking (cognitive skill). 3. Technological literacy (technology skill) 4. Curiosity and lifelong learning (self-efficacy skill) 5. Resilience flexibility agility (self-efficacy skill) 6.  Systems thinking (cognitive skill) 7. AI and Big Data (technology skill) 8. Motivation and Self Awareness (self-efficacy skill) 9. Talent Management (Talent Management Skill)  10. Service Orientation and Customer Service (engagement skill)

The Institute for AI and Creativity (ICAI)

Five people are sitting on a stage at the Bayes Business School

Bringing both these themes of creativity and new tech together is the job of the newly inaugurated Institute for Creativity and AI (ICAI), based at City & St George's, University of London.


Working collaboratively across all the specialisms of the university's six schools - The City Law School, School of Health & Psychological Sciences, Bayes Business School, the School of Communication & Creativity; the School of Science & Technology; and the School of Policy & Global Affairs - ICAI has three main goals:

  1. Understand current creative work challenges in presence of AI technologies
  2. Research and develop new co-creative AI tools to augment work in different professions
  3. Investigate how AI will impact these professions and their organisations


"If thinking happens when we're writing,

and we get rid of the writing -

what happens to the thinking?"

Dr Richard Banks, Principal Design Manager, Microsoft Research UK


At the launch event for the Institute, Microsoft's Dr Richard Banks, discussed thinking as an intrinsic activity for human cognition. "If thinking happens when we're writing, and we get rid of the writing - what happens to the thinking?" he asked, as part of his demonstration into the types of activities that he and his team are working on at Microsoft to develop apps that support human creative thinking.


The Director of the new Institute, Professor Neil Maiden said that the ICAI will provide a space to collaborate, where academics, researchers and businesses can exchange ideas, and explore challenges and opportunities.


In addition, working across the breadth of the university enables the development of more ambitious interdisciplinary research proposals, that can attract increased grant funding. And, in turn, this ambitious research should be able to deliver impact in the important field of creative work via AI, both nationally and internationally.


"How we grasp the immense potential of artificial intelligence across key sectors, and negotiate the tests it puts forward" Maiden said, "will determine how we create then innovate to improve business growth, education, healthcare, journalism, law and many other sectors for generations to come".


Read more about the launch of the Institute here


Visit the homepage of the Institute for Creativity and AI


Try one of our creativity enhancing tools for business here

  • Bibliography

    HSBC (2024) Digital Horizons. HSBC, p. 28. Available at: https://www.business.hsbc.com/en-gb/campaigns/digital-horizons 



    WEF (2023) The Future of Jobs Report 2023, World Economic Forum. Available at: https://www.weforum.org/publications/the-future-of-jobs-report-2023/ 


We can help your business to save time and be more innovative


Contact us to find out more


Contact Us

Share by: