Unleashing Creativity

Authors: Giulio Piana, Grazia Venneri

Chapter in: Artificial Intelligence in the Cultural and Creative Sectors

Edited by Marta Massi, Marek Prokůpek, Alessandra Ricci and Maria Carmela Ostillio · Routledge Research in the Creative and Cultural Industries · 2025 · ISBN 978-1-032-83520-4

Link to the book: (Routledge)

Unleashing creativity without losing the brand's identity: this is the chapter's aim, which proposes an operational framework for industries where creativity and brand are central. At its heart is an alliance, the "powerful duo" of heritage and artificial intelligence, always guided by people.

The study follows a clear method. First, a review of research in three fields that rarely meet: heritage, understood as a living, ever-evolving concept; creativity, with its stages and the conditions that help it flourish; and AI, with what it can bring to creative work. These findings came together into a single framework: INFLOWe.

INFLOWe rests on Hybrid Intelligence: people and AI learn from each other, and the knowledge of archivists, curators and designers is passed on to models trained on the brand. On this foundation sits the Evolving Heritage Platform, the digital space where heritage is searched, explored and enriched over time, carrying that knowledge into creative work. At the top is the Creativity Flow, a cycle in four stages, researching, associating, incubating and sharing, where ideas take shape.

This is where the value of the study lies: a method grounded in research and tested in practice, in which each part has a clear role and contributes to the whole. AI enriches the creative process without replacing human judgement, and protects the identity that makes each brand unique.