In the current professional landscape, idea generation is revered as a hallmark of creativity and innovation. Organizations celebrate those who can generate new and groundbreaking concepts, often overlooking the subtler art of idea curation.

However, the rapid advancement of generative AI is poised to fundamentally shift this equation. With generative AI models matching and even surpassing human capabilities in creative tasks, the future will demand a different set of skills: idea curation, by which I mean selecting, refining, and promoting ideas. The real winners of tomorrow will be those who excel in these emerging competencies.

Generative AI has already demonstrated remarkable abilities in idea generation. For instance, GPT-4, a model from over a year ago, outperformed 91% of humans on a variation of the Alternative Uses Test and scored over 99% in the Torrance Tests of Creative Thinking. Newer models that haven’t yet been evaluated on such tests, such as GPT-4o, will undoubtedly do even better. These results suggest that AI’s creative capabilities aren’t just competitive but superior to the vast majority of human efforts.

Moreover, generative AI’s efficiency is unparalleled. While a human might take hours to brainstorm a dozen ideas, AI can produce dozens in seconds and hundreds in minutes, limited only by processing speed. This capacity for rapid idea generation underscores the shifting value from creating ideas to curating them.

The rise of idea curation

In this new paradigm, the critical skill of the future isn’t generating new ideas but curating those developed by generative AI. The role of idea curators will be crucial in discerning the most promising concepts, refining them to enhance their viability, and then promoting them to gain widespread acceptance. This process can be broken down into three essential elements.

The first step in effective curation is the ability to discern and select the best ideas from a vast pool generated by AI. This requires a deep understanding of the relevant industry, market trends, and the specific needs of the organization. Curators must sift through numerous AI-generated concepts, identifying those with the greatest potential for impact and feasibility. This skill involves critical thinking, industry knowledge, and an intuitive grasp of what will resonate with stakeholders.

Once the best ideas are selected, the next step is editing and refining these concepts. Generative AI, despite its capabilities, can still produce raw and unpolished ideas that require human intervention to reach their full potential. Curators work closely with AI to fine-tune these ideas, addressing any gaps or weaknesses and enhancing their overall coherence and appeal. This collaboration between human and machine ensures that the final product is not only innovative but practical and implementable.

The final element of curation involves promoting the refined idea to ensure it gains traction and buy-in from key stakeholders. This requires excellent communication and persuasion skills, because curators must present the idea in a compelling and convincing manner, relying on materials prepared with the help of generative AI. They must also navigate organizational dynamics, securing support from decision-makers and aligning the idea with the strategic goals of the company.

Addressing AI’s hallucinations in idea curation

One of the most significant challenges in leveraging generative AI is managing its tendency to produce “hallucinations”—false or misleading information. But that’s not a problem for ideation. Brainstorming is supposed to produce plenty of silly ideas, whether from people or AI. Having a human curator mitigates this issue. By carefully selecting and editing ideas, curators can identify and correct any inaccuracies or inconsistencies, ensuring that the final concept is robust and reliable.

This collaborative approach not only enhances the quality of the ideas but also builds trust in AI-generated content. As curators become adept at spotting and rectifying AI’s hallucinations, organizations will become more confident in adopting and integrating AI-driven innovations.

Preparing for the future of idea curation

To thrive in a future dominated by generative AI, individuals and organizations must prioritize the development of curation skills. This involves investing in training and education that emphasizes critical thinking, industry expertise, and communication. Companies should foster a culture that values curation alongside creation, recognizing the importance of refining and promoting ideas as much as generating them.

Moreover, as generative AI continues to evolve, staying abreast of technological advancements will be essential. Curators must be proficient in using AI tools and understand the nuances of how these models operate. This knowledge will enable them to leverage AI’s capabilities effectively, enhancing their curation efforts.

The rise of generative AI marks a profound shift in how we approach creativity and innovation. As AI becomes increasingly adept at generating ideas, the real value will lie in curating these ideas—discerning the best concepts, refining them, and promoting them effectively. Those who master these skills will be the true innovators of the future, leading the way in a landscape transformed by AI. Embracing this shift and focusing on curation will ensure success in an era where generative AI isn’t just a tool but a game changer for creativity and innovation.