Announcing Our New Research on AI and Creativity

We’re delighted to share that the article “How AI is Reshaping Creativity: DeepSeek vs ChatGPT Plus in LEGO SERIOUS PLAY” — authored by António Almeida and Inês Almeida, with a contribution from Dr. Denise Meyerson — has been officially published by Springer in the book Ethical and Social Impacts of Information and Communication Technology.

The paper appears in the proceedings of the 22nd International Conference ETHICOMP 2025, held in Lisbon, Portugal, from September 17 to 19, 2025. This publication represents an important step forward in understanding how artificial intelligence can enhance — rather than replace — human creativity, and reflects the deep interest shared by our team in the intersection of AI, ethics, and creative learning.

Exploring the Frontier of Creative AI

The research examines how AI can serve as a partner in creative facilitation, expanding the ways we think, design, and play. Using the LEGO SERIOUS PLAY (LSP) methodology — a hands-on approach for building creativity and reflection — the authors compared DeepSeek and ChatGPT Plus, two leading generative AI models. They analyzed how each system supports creative thinking processes and collaborative problem-solving.

Specifically, the study explored how AI contributes to:

• Facilitation and problem-solving in creative settings,
• The metaphorical and reflective dimensions of thought, and
• The ethical questions around co-creation and authorship in human–AI collaboration.

DeepSeek vs ChatGPT Plus: A Creative Dialogue

Both AI models were tested through prompts used in LEGO SERIOUS PLAY facilitation. This approach made it possible to evaluate how they interpret, structure, and reflect on creative challenges. The comparison revealed distinct yet complementary strengths.

• For instance, DeepSeek demonstrated analytical and structural reasoning, uncovering deeper conceptual patterns behind ideas.
• Meanwhile, ChatGPT Plus offered narrative coherence and emotional nuance, producing more intuitive and story-driven responses.

Together, these results illustrate how AI can act as a co-creative partner, helping educators and facilitators explore new ways of thinking and storytelling.

Why It Matters

As artificial intelligence continues to influence education, design, and innovation, its ethical and creative implications have become increasingly important. The ETHICOMP 2025 paper contributes to this ongoing conversation. It demonstrates that AI’s greatest potential lies not in automation, but in amplifying human imagination. In other words, AI can extend our creative capacity while encouraging more reflective and responsible innovation. This vision aligns closely with the values that guide Focus Learning Group and Play4Business, where creativity, learning, and technology come together to build meaningful change.