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P-ISSN 1559-890X
E-ISSN 1559-8918
Special Sessions
Vol. 2025, Issue 1, 2025January 19, 2026 PDT

The Originality Imperative in the Age of AI

Adri Reksodipoetro, Tara Mullaney,
artsauthenticitycontextinsightsintuitionoriginality
Copyright Logoccby-4.0 • https://doi.org/10.1111/epic.70024

Articles in Vol. 2025, Issue 1, 2025

Vol. 2025, Issue 1, 2025
  • Intelligence as Situated, Ethical, and Attentive: Ethnographic Refusal as a Perennial Frontier
    Sena Aydin Bergfalk
  • Collaborating with AI as a Team Member in Qualitative Research Analysis
    Katy BarnardQin HanEd LouchBas Raijmakers
  • Empowering the Field: Designing Adaptive, Open, and Collaborative BIM Viewer Ecosystems
    Huan Deng
  • The Intelligence of Workarounds: Scaling Virtual Health Centers for Reproductive Care
    Monica Diaz McMillanCarolina TreviñoAlan NeculaBrianna Martinez
  • Intelligences in Practice: The 4C Cycle for Effective AI Collaboration
    Sabrina Kang
  • Investors as Uneasy Ethnographers: Resolving Frictions between Technical-Rational Ideals and Para-ethnographic Practice in Private Equity Due Diligence
    Sakari Mesimäki
  • Strategizing for New Regulation and Generative AI in the Insurance Industry: Transforming Organizations through Socio-cultural Insights
    Tara MullaneyOskar KorkmanSharon GreeneSebastian Schauman
  • Intersecting Intelligences: Making Space for Multispecies Knowledge and Storytelling
    Pauliina Rautio
  • Democratised Ethnography for Collective Intelligence in Design Practices
    Naoya TojoTomoko Oto
  • Somatic Intelligence: How Wearables Can Reengage, not Replace, Bodily Awareness in the Age of Generative AI
    Indigo WellerNoemi CassinCyril Maury
  • Two Ethnographies of Holobiontic Intelligences in Hong Kong
    Markus WernliIlpo KoskinenHeidi Paavilainen
  • AI Redefining Societies
    Antti RannistoTuukka Lehtiniemi
  • AI Shifting the Dynamics of Agency
    Oskar KorkmanErik St. Gray
  • Ecological Intelligences
    Adam DrazinMeghan McGrath
  • From Chaos to Innovation: Understanding Products and People in a Non-Deterministic World
    Katie JohnsonLarry BeckerLindsey DeWitt PratMegha GoelGavin Lew
  • Building the Loop: The Role of Ethnography in Artificial Organisational Intelligence
    Ellie RennieKelsie NabbenMichael ZarghamJason PottsBrooke Ann CocoLuke MillerMatthew Green
  • Encounters between Artificial and Human Intelligences in Early-Stage Innovation Work
    Will NotiniAngela KochoskaDan Perkel
  • Co-designing a Large Language Model Benchmarking Dataset for Primary Care with Nurses in Kenya
    Wilkister MusauChristopher Obong’oStella WanjiruDickson OtiangalaMira Emmanuel-FabulaBilal Mateen
  • Archerithms and Algotypes: Productive Confusion in the Age of AI
    isabel Lafuente
  • Leveraging Collective Intelligence to Improve River and Coastal Health
    Nicolai Traasdahl TarpElisabeth Haaland Sund
  • Interactive AI and Cultural Complexity
    Lindsey DeWitt PratAnna Metsäranta
  • Feeding the Brain and Selling the Soul: The Ambivalences of Doing Work by Talking to Machines
    Erik St. GrayKevin KocheverNiloofar Zarei
  • The Myths and Mess of Conversational Video AI
    Helen Robertson
  • Unlocking Social and Financial Returns: Ethnography as the Key for Getting Impact Investing Right
    Lara CasciolaJulian PetriYosha GargeyaBue Fisker
  • Collective Intelligence Online: An Ecological Framework for AI and Community Moderation
    Ariel AbonizioBeth GoldbergEmily SaltzKaty OsbornMaya Potter
  • Datafication and Embodied Intelligence: Living as Natural Born Cyborgs
    Indigo WellerBrandy Parker
  • From “What’s the Proportion of Users Who…” to “What-If...”: Futuring in a Cautious Manufacturing Organisation
    Camille Ronceray
  • The Originality Imperative in the Age of AI
    Adri ReksodipoetroTara Mullaney
  • From Factory Floor to ‘Collectively Intelligent’ Solutions: Participatory Design in Practice
    Iina JuurinenJulia Granroth
  • Crafting Ethnography
    Pertti PitsinkiMichael Powell
  • Disrupting Intelligent Mobilities Systems: Design Ethnographic Pedagogy for Multi-stakeholder Innovation
    Vaike ForsRachel Charlotte SmithSarah PinkJesper LundEsbjörn Ebbesson
EPIC Proceedings
Reksodipoetro, Adri, and Tara Mullaney. 2026. “The Originality Imperative in the Age of AI.” EPIC Proceedings 2025 (1): 415–16. https://doi.org/10.1111/epic.70024.
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Abstract

As organizations increasingly use AI as a “strategic agent”, where will value and unique competitive advantage come from? As AI-generated data and strategies become instantaneous, will fewer companies and decision-makers recognize the value of context-rich, experiential, and deliberative analysis? Will rapid decision-making take precedence over strategic quality? This salon explored the proposition that true competitive advantage will increasingly stem from what AI cannot provide alone. Participants generated new ideas and techniques for making strategy and insight original, valuable, and successful within specific organizational, social, and market contexts.

“Originality Imperative in the Age of AI” was was a facilitated group session that took place at EPIC2025 on Tuesday, September 16, 2025, at EPIC2025, Aalto University, Espoo, Finland._

Session Report

The session opened with a central question: where does originality come from? The discussion began as a debate between two perspectives – one arguing that originality stems from human intuition and emotional depth, and the other considering whether technology, including AI, can generate something truly original.

The first topic raised was the concept of the “aura,” drawn from Walter Benjamin’s reflections on photography and painting when photography was first introduced as a medium. Traditionally, painting has been seen as possessing an aura – its authenticity, singularity, and historical weight – while photography, being mechanically reproducible, was viewed as lacking one. Yet participants noted that this distinction has evolved: some photographs, particularly vintage ones, seem to gain aura over time and context. Others suggested that digital photography doesn’t destroy aura but transforms it, creating new forms of experience and connection that redefine authenticity itself.

Context emerged as a crucial factor in how originality and value are assigned. While AI may generate original work within technical or scientific domains, participants argued that art and culture depend on contextual understanding, something machines currently lack. An example was shared of an AI tool used to synthesize fieldwork interviews from Africa: while technically accurate, the result was devoid of cultural nuance, flattening the insights into a universal but meaningless summary.

The discussion turned to human intuition and the value of the hunch. Humans navigate ambiguity by reading subtle cues, emotions, and environmental details, making educated guesses that often prove right. This intuitive reasoning contrasts with AI’s reliance on data patterns, which, while powerful, misses the contextual richness that underpins creativity and insight.

AI, several participants agreed, is a tool, not a replacement for human thought. Like early hammers, it is still evolving but remains dependent on human purpose and interpretation. The group also raised concerns about education, noting that students who rely on AI to write or think for them risk “outsourcing” their learning. True critical thinking comes from experience, questioning, and engagement with the world – skills that machines cannot replicate.

The conversation landed upon a compelling analogy: the difference between AI and human creativity mirrors that between findings and insights in ethnographic research. AI can identify findings – patterns that appear clearly in data – but insights require immersion, empathy, and the ability to perceive deeper meanings beyond what is explicitly stated. This remains the uniquely human domain of originality.

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