Personalism in Generative AI deployment: deciding ethically when human creative expression is at stake

Generative Artificial Intelligence (GAI) has the potential to automate, integrate or augment human creativity. Current literature reveals that organizations adopting such disruptive technology can both boost or hinder human creativity. Such ambiguity poses an ethical dilemma for decision-makers: while managers are pressured to adopt GAI quickly for optimization, holding on to their economic responsibilities, they must also ensure that its deployment is ethically enrooted and yields people-centered outcomes. This work seeks to discuss and inform managerial decision-making upon GAI deployment, by elucidating how ethically-salient dimensions of human creativity can be safeguarded and supported through GAI adoption. To do so, we draw on Personalism and its account of human creativity, as tied to inner morality and intrinsic dignity of the person. By this way, we present a model that highlights how three core dimensions—uniqueness, relationality, and unpredictability—are essential to preserve the human element in creative tasks in GAI adoption. Overall, this normative work contributes to enhance our knowledge on personalism within organizational studies, to shed new light on how organizations can safeguard the ethical nexus between human creativity and human intrinsic dignity, and to highlight how humanism in business can support people-centered AI deployment.