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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
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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