For a long time, creativity in marketing has been treated as the final act, the moment where everything comes together in a big idea, a visual, or a campaign. In practice, that’s rarely where the real ...

A massive new study comparing more than 100,000 people with today’s most advanced AI systems delivers a surprising result: generative AI can now beat the average human on certain creativity tests.

The original version of this story appeared in Quanta Magazine. We were once promised self-driving cars and robot maids. Instead, we’ve seen the rise of artificial intelligence systems that can beat ...