The Impact of Artificial Intelligence and Digitalisation on the Development of Intellectual Property–Based Organisational Creativity
Purpose: This article analyses the evolution of organizational creativity in the context of digitalization and artificial intelligence (AI). Design/Methodology/Approach: Traditional models based on individual competencies and social interactions are being transformed by AI-driven digital ecosystems, which enhance innovation efficiency and accelerate time-to-market. Through a systematic literature review and case studies of medium and large enterprises (2015–2025), the study identifies technological, organizational, and cultural factors influencing AI-supported creative processes and intellectual property (IP) management. Findings: The findings indicate that effective AI integration requires developing digital competencies, transformational leadership, and a culture fostering innovativeness. The study also highlights emerging legal and ethical issues, including authorship, accountability, and data licensing. It proposes a conceptual model that integrates technology, knowledge management, and organizational culture to support sustainable innovation. Practical implications: The article contributes to theory by extending classical creativity frameworks (Amabile; Nonaka and Takeuchi) to the digital and AI context, while offering practical guidance for managers and decision-makers on leveraging human-AI co-creation alongside IP protection. Originality/value: The results confirm that the use of artificial intelligence, digital tools, and integrated knowledge management systems leads to significant changes in the dynamics and effectiveness of innovation processes.