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TRUVACE RECORD VERSION
record: TRV-2026-1317
version: 1
kind: certified
reason: Certified into the record
timestamp: 2026-10-09T14:18:51.481166Z
status: published
lens: p_space
sector: business
headline: Humans as Creativity Gatekeepers: Are We Biased Against AI Creativity?
dek: Abstract With artificial intelligence (AI) increasingly involved in the creation of organizational and commercial artifacts, human evaluators’ role as creativity gatekeepers of AI-produced artifacts will become critical for innovation processes. However, when humans evaluate creativity, their judgment is clouded by biases triggered by the characteristics of the creator. Drawing from folk psychology and algorithm aversion research, we examine whether the identity of the producer of a given artifact as artificial…
gain_title: (none)
problem_title: Human evaluators discounted creativity when told a product was made by AI instead of a human, driven by the belief that generative AI exerts less effort.
trace_subject: (none)
gain_reading: (none)
gain_evidence: (none)
problem_reading: Human evaluators discounted creativity when told a product was made by AI instead of a human, driven by the belief that generative AI exerts less effort.
problem_evidence: people sometimes—but not always—ascribe lower creativity to a product when they are told that the producer is an AI rather than a human | people consistently perceive generative AI to exert less effort than humans in the creation of a given artifact, which drives the lower creativity ratings ascribed to generative AI producers
quick_read: Researchers examined how knowing a creator is AI versus human affects creativity judgments for organizational and commercial artifacts. Across four experiments with 2039 participants, they found people sometimes rated the same product as less creative when told it came from AI.

The finding matters because human evaluators act as gatekeepers for innovation as AI tools spread in workplaces. The work suggests effort perceptions drive the discount, but the effect was not present in every condition, leaving open when and how strongly the bias will shape adoption of AI-produced work.
limitation: Creativity discount for AI was not found in every study, indicating the bias is context-dependent rather than universal.
tag: Evidence-backed problem
key_points: Four experimental studies with total N = 2039, two pre-registered, tested creativity ratings for AI versus human producers. | Bias was inconsistent: lower creativity ascribed to AI in some designs and targets but not in all conditions. | Mediation finding: perceived effort explains the discount, with AI seen as exerting less effort than humans.
rundown: The authors ran four experiments totaling 2039 participants, varying designs and evaluation targets, with two studies pre-registered, to test whether producer identity triggers bias.

Results showed a consistent perception that generative AI exerts less effort than humans, and this perception mediated lower creativity ratings when the AI label was disclosed.
sources:
- peer_reviewed | Journal of Business and Psychology | https://doi.org/10.1007/s10869-023-09910-x | 2023-09-13
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