Publication Type

Journal Article

Version

submittedVersion

Publication Date

7-2023

Abstract

In this paper, drawing inspiration from the human creativity literature, we explore the optimal balance between novelty and usefulness in generative Artificial Intelligence (AI) systems. We posit that overemphasizing either aspect can lead to limitations such as hallucinations and memorization. Hallucinations, characterized by AI responses containing random inaccuracies or falsehoods, emerge when models prioritize novelty over usefulness. Memorization, where AI models reproduce content from their training data, results from an excessive focus on usefulness, potentially limiting creativity. To address these challenges, we propose a framework that includes domain-specific analysis, data and transfer learning, user preferences and customization, custom evaluation metrics, and collaboration mechanisms. Our approach aims to generate content that is both novel and useful within specific domains, while considering the unique requirements of various contexts.

Keywords

hallucinations, memorization, generative artificial intelligence, creativity

Discipline

Artificial Intelligence and Robotics | Marketing

Research Areas

Marketing

Publication

California Management Review

ISSN

0008-1256

Publisher

SAGE Publications

Copyright Owner and License

Authors

Additional URL

https://cmr.berkeley.edu/2023/07/managing-the-creative-frontier-of-generative-ai-the-novelty-usefulness-tradeoff/

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