Study day organized by the Laboratoire de Psychologie et d’Ergonomie Appliquées and the Chaire Homo creativus (Fondation Université Paris Cité) with the support of the Paris IAS.

Presentation

A day of reflection bringing together academic perspectives and insights from the field to understand how generative AI is transforming creative practices, professional engagement and models of human–AI collaboration, from academic research to communications agencies.

Program

9:30 a.m. - 10:00 a.m.: Welcome to participants, presentation of the day’s objectives and overarching theme: exploring human–AI co-creation through recent research and concrete examples of innovation and creation.

10:00 a.m. - 10:45 a.m.: Presentation: Paris – LaPEA, Université Paris Cité

Title: Co-creation: Reflections and models of human–AI collaboration in creative activities
Speakers: Florent Vinchon, Caroline Lafforet, Todd Lubart

This presentation offers an overview of human–AI interaction modalities based on several studies conducted at LaPEA. The first part discusses theoretical frameworks: user profiles, types of creative tasks, and factors influencing interest in and adoption of AI tools in creative work. The second part presents initial findings from interviews with professionals already using AI in their practice. Finally, the speakers outline other ongoing research projects, illustrating the diversity of recent work on generative AI in applied psychology.

10:45 a.m. - 11:00 a.m.: Break

11:00 a.m. - 11:45 a.m.: Practitioner presentation – Guy Aznar

Title: Hybrid Innovation
Speaker: Guy Aznar

As a French pioneer in the field of creativity, Guy Aznar explores the history of the two main forms of intelligence – intuitive and analytical – which have shaped creative practices. He demonstrates how AI does not replace human intelligence but invites us to consider a true ‘hybridisation’. Drawing on his experience, he proposes revisiting traditional methods of creativity and innovation to integrate AI tools as partners rather than substitutes, and outlines very concrete ways to develop workshops, processes and cultures of innovation.

11:45 a.m. - 12:30 p.m.: Practitioner presentation – iasagora agency

Title: Human + AI: the new ideas factory
Speakers: Stéphane Ely and Baptiste Talandier, iasagora agency

This keynote presents an experiment involving a hybrid creativity workshop bringing together around ten participants to tackle a challenge: to devise an immersive investigative game combining active exploration, storytelling and real-time 3D. The approach combines human creativity (CPS methods and collective ideation), AI-assisted exploration, the structuring and refinement of concepts, and rapid prototyping through ‘vibe coding’. The speakers demonstrate how this type of workshop transforms human intuitions into actionable concepts and initial prototypes, and how AI alters the pace, group dynamics and materialisation of ideas.

12:30 p.m. - 2:00 p.m.: Lunch

2:00 p.m. - 4:45 p.m.: Presentation by Grenoble – Université Grenoble Alpes, Grenoble INP, CERAG

Title: From relational mode to creative engagement: a dyadic analysis of human–AI pairs in software development
Speakers: Raphaël Teixeira & Guy Parmentier

This paper examines how generative AI impacts the creative engagement of software developers. Based on structural equation modelling (n = 193), the study shows that adopting a ‘companion’-type relational mode towards AI is a key driver of creative engagement. The authors explore the role of intellectual risk-taking and creative confidence, and draw concrete implications for designing development environments where AI genuinely supports professionals’ creativity.

3:00 p.m. - 3:45 p.m.: Practitioner presentation – Marcel Agency / Publicis

Title: Case study: AI in advertising creation
Speaker: Stéphane Audouin, Head of Design, Marcel Agency (Publicis Group)

This presentation will examine and analyse several use cases of generative AI in the advertising creative process and the production of 360-degree assets. Drawing on recent campaigns, Stéphane Audouin will demonstrate how AI is integrated into art direction workflows, from visual exploration and mood boards through to multi-format adaptations. The challenge: understanding how AI is transforming the creation of images, brand identities and creative experiences, without undermining the uniqueness of the human vision.

4:00 p.m. - 4:15 p.m.: Break

4:15 p.m. - 5:00 p.m.: Presentation by Aix-Marseille Université – INCIAM, Aix-Marseille Université

Title: The impact of anthropomorphisation of generative AI in the context of collaborative human-AI creative tasks: preliminary results
Speakers: Maejda Marcon, Nathalie Bonnardel, Ladislav Motàk, Clément Belletier

The rise of generative AI is profoundly transforming forms of human–machine collaboration and giving rise to powerful phenomena of anthropomorphisation. This research examines how interactive design – particularly prompts – influences the attribution of human characteristics to a text-generating AI. Based on a series of five studies, the authors highlight three distinct levels of perceived anthropomorphism (low, moderate, high), associated with systematic variations in the dimensions of sociability, animation, agency and discomfort. A key finding concerns the role of conversational tone, the personalisation of responses and the perception of intentionality in assessing the human-like nature of AI. This work highlights how prompt design contributes to the construction of social perceptions of generative AI and could be central to collaborative human–AI creative tasks.

5:00 p.m. - 6:00 p.m.: Closing session and multi-company discussion

A round-table discussion and exchange between researchers and practitioners to reflect on the day’s findings: models of human–AI co-creation, impacts on creative professions, ethical and organisational challenges, and avenues for future experiments within organisations.

Condition of participation 

The event is closed to the public in person.
For any requests to participate or for information about the event, please contact Todd Lubart by email: todd.lubart@u-paris.fr

Organizers and financial supports

- Todd Lubart, professor at Université Paris Cité,
- Université Paris Cité LaPEA.