The Role of Actor’s Creative Self-efficacy in AI Enabled Value Creation

Abstract

Researching creativity remains crucial despite the growing use of AI, as human creativity drives innovation, problem-solving, and value creation in ways that AI alone cannot replicate. This study examines the impact of Solution-Focused (SF) coaching on individuals’ creative self-efficacy (CSE) within AI-enabled environments. Core findings indicate that SF coaching significantly enhances CSE by increasing participants’ awareness of their creative potential and cognitive abilities related to creativity. The study reveals that a clear coaching structure, personalized tools, and the quality of the coach-client relationship and interaction are essential for maximizing the benefits of SF coaching. These findings underscore the importance of fostering human creativity alongside AI to achieve dynamic and human-centric value creation in modern organizations.