The Creative Team Member: A Study of the Influence of AI Integration Timing on Brainstorming and Ideation

Overview

This study aims to examine how the timing of artificial intelligence (AI) integration during group brainstorming activities affects the creativity and ideation of participants. Undergraduate student participants will be randomly allocated into teams of four to complete a structured 12-minute brainstorming task. The study utilizes a three-group experimental design to compare three conditions: no AI access, AI access from the outset of the session, and AI access introduced halfway through the session. The standardized generative AI tool used is ChatGPT Pro. The creative output produced by each group will be evaluated by a panel of independent expert judges using the Consensual Assessment Technique (CAT).

Artificial intelligence (AI) tools are increasingly used in academic and professional environments, yet little is known about how the timing of AI's introduction during a collaborative brainstorming process shapes the creativity of the ideas produced. While recent literature suggests that human-AI collaboration can increase the likelihood of successful idea generation when AI is present throughout an entire session, the specific effect of integration timing remains a gap in the literature. This study aims to provide early data on whether AI functions more effectively as an early collaborator, a later resource, or whether its absence supports more creative thinking. The study recruits undergraduate students enrolled in a summer research program, who are then randomly assigned to teams of four using a digital randomizer. Over the course of nine sessions, these teams participate in structured, 12-minute collaborative brainstorming tasks focused on designing strategies to address common university student challenges. To mitigate the influence of individual baseline characteristics on the group output, participants are re-randomized into new teams for each separate session. To standardize the technological intervention and eliminate technical confounders, the study utilizes ChatGPT Pro (GPT-4o architecture) on pre-set devices. At the conclusion of the timed task, a designated team scribe submits the group's collaboratively generated idea list and their selected best idea via a secure, digital case report form. Following data collection, all session outputs are immediately de-identified and assigned neutral identifiers. A panel of independent expert judges, blinded to the condition assignments, evaluate the output of each group.