New research | ChatGPT aids creative roles but hinders technical tasks, study finds

New research found that generative AI such as ChatGPT can either excel or decrease the performance of employees in a workforce, depending on how it's used. 

The study, which was conducted by the Boston Consulting Group’s Henderson Institution, in collaboration with Harvard Business School and MIT, assessed the practical applications of using this technology in a professional context.

The research found how ChatGPT deals with assisting two different professional situations. The first centered around a creative process, where participants were asked to generate innovative product concepts, oversee product launches, and develop comprehensive marketing strategies. The second scenario centered on problem-solving, analysis of business challenges and evaluating performative metrics.

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Study participants who incorporated ChatGPT into the creative tasks witnessed a notable 40% improvement in their performance compared to a group that did not utilise the AI tool. Conversely, when ChatGPT was introduced to support business problem-solving, performance exhibited a noticeable decline of 23%.