Beyond the creativity paradox: a theory-informed framework for role-based integration of Generative AI in organisational creativity

Generative Artificial Intelligence (GenAI) is reshaping organisational creativity by emulating cognitive processes traditionally associated with human innovation. This study revisits foundational creativity theories to develop a framework for integrating GenAI into creative workflows. Drawing on structural parallels between GenAI architectures and human cognition - such as heuristic search, divergent thinking, and iterative refinement - the paper repositions GenAI as a cognitive collaborator rather than merely a productivity tool. A role-based integration model aligns GenAI capabilities with key creative functions: idea generation, synthesis, strategic framing, and facilitation. The framework also addresses emerging tensions captured in the Creativity Paradox, whereby GenAI may weaken intrinsic motivation, conceptual risk-taking, and evaluative depth. The study contributes by reinterpreting process-oriented creativity theories through structural parallels with GenAI, proposing a role-based framework for organisational use, and extending paradox theory to conceptualise the Creativity Paradox in this context. Together, these insights provide theoretical clarity and practical guidance for responsible GenAI integration.