Shaping Entrepreneurial Creativity and Innovation Through Human-AI Cognition

Artificial Intelligence (AI) is reshaping entrepreneurial dynamics in modern times by fostering creativity, innovation and strategic decision-making. The current study examines the contribution of AI tools and technologies in the enhancement of entrepreneurial creativity and innovation. The data-driven insights provided by AI helps in automating cognitive processes and supporting idea generation. The qualitative and conceptual analysis of literature done using NVivo 14 software coding generated five themes for the study. Idea generative support of AI, cognitive intelligence, fostering innovation, human-AI's ethical alignment and entrepreneurial ecosystem readiness for AI. These themes helped identify the ways AI tools such as Machine Learning, natural language processing, generative AI models etc., support entrepreneurs in ideation, development, decision-making and implementation.