As more companies look to tools like ChatGPT to supercharge creativity, a new study out of Wharton offers a word of caution: Generative AI may boost individual performance, but it can also limit how teams think. 

Research co-authored by Wharton professors Gideon Nave and Christian Terwiesch finds that while ChatGPT improves the quality of individual ideas, it also leads groups to generate more similar ideas, reducing the variety that’s essential for breakthrough innovation. 

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