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AI can match or exceed average human creativity. But can AI, on its own, produce the kind of creativity that drives meaningful innovation? Research reveals surprising limitations, from its struggles with breakthrough ideas to its tendency to generate similar solutions, raising important questions about whether AI alone can deliver a competitive advantage.

We think we’re pretty good at spotting great ideas, but research suggests otherwise. The most novel ideas can be the easiest to dismiss, especially when they’re still rough and uncertain. This post presents five ways to avoid killing a promising idea before it has a chance to prove itself.