A Pedagogical Perspective of Entrepreneurial Creativity through GenAI Tools

Entrepreneurial creativity refers to the development and execution of innovative ideas to start a new venture or to strengthen existing business performances. It is considered one of the key components of entrepreneurial success, making it a major learning objective of entrepreneurship education. With the rapid development of Generative Artificial Intelligence (GenAI), there is an increasing trend to integrate GenAI into entrepreneurship education as part of the development of entrepreneurial creativity. However, the major attempts to use different GenAI tools in the development of creativity skills concentrate on theoretical investigations. In pedagogical practices, there have been few voices from entrepreneurial educators on the use of applied GenAI in producing creative business solutions. To this end, this paper presents a case study of the application of GenAI to strengthen students’ creativity skills from an entrepreneurial education perspective. The context lies in the Creative Problem Solving module at Level 5 of the BA Business Programme and BA Business with Marketing Programme, which is designed to equip students with creativity skills aiming at enhancing their entrepreneurial capabilities. Observations from the teaching showed that, overall, more than 90% of students showed keen interest in using GenAI tools to develop their creative digital story.