GenAI constitutes one of the biggest technological innovations of our time and there is agreement in the emerging literature on this topic about its positive impacts on efficiency and the benefits for organisations. However, there is ongoing debate about its impacts on creativity; although creativity has
been traditionally seen as a unique human capability and one of our principal differentiators from computers, there is growing evidence that GenAI technologies can generate creative outputs. To understand the ways in which this happens, we present preliminary findings from our ongoing study which draws on interviews with professionals from a number of industries whose work requires creativity and is affected by GenAI. Our findings so far reveal that GenAI can be an enabler of human creativity, an enhancer of human creativity, or a future threat to human creativity, depending on the user’s level of knowledge and expertise in their area of work. Discussed last are our study’s implications and our next steps.