How and when generative AI use affects employee incremental and radical creativity: an empirical study in China

Purpose The potential of generative AI (GenAI) to stimulate employee creativity has received extensive attention from industry and academia. However, there is still limited research on strategically using GenAI to leverage its positive effects on employee creativity. This study aims to clarify the effects of different GenAI use purposes on employee creativity. Design/methodology/approach Based on self-determination theory, this study explores the effects of work-related and nonwork-related GenAI use on incremental and radical creativity through the mediator role of exploratory and exploitative learning and the boundary role of perceived ease of use. This study constructs a theoretical model and uses structural equation modeling to test the model by analyzing survey data from 330 employees. Findings (1) Work-related and nonwork-related GenAI use positively impacts incremental and radical creativity through exploratory and exploitative learning; (2) work-related GenAI use contributes more to exploitative learning than to exploratory learning, while nonwork-related GenAI use contributes more to exploratory learning than to exploitative learning; (3) exploitative learning has a stronger positive impact on incremental creativity, and exploratory learning has a stronger positive impact on radical creativity; (4) perceived ease of use weakens the positive effects of nonwork-related GenAI use on exploratory and exploitative learning. Originality/value First, this study enriches employee creativity research by revealing the relationship between different GenAI use purposes and incremental and radical creativity. Second, this study enriches employee creativity research by revealing the mediating role of exploratory and exploitative learning between GenAI use and incremental and radical creativity. Finally, this study enriches GenAI use research by revealing the moderating role of perceived ease of use between GenAI use and employee learning.