Accenture study says applied creativity gives firms an AI-era growth edge

NEW DELHI: In the race to harness artificial intelligence, it appears the real spark still comes from human imagination. New research from Accenture Song suggests that organisations able to turn creative ideas into business action are pulling ahead of competitors on revenue growth, customer loyalty and brand strength.

The study, titled Applied creativity—and how to lead it, argues that while AI is making it easier than ever to generate content, software and customer experiences at scale, creativity remains a critical differentiator in an increasingly crowded marketplace.

According to the research, 81 per cent of business leaders believe their organisations are capable of generating creative ideas. However, only 16 per cent say they frequently convert those ideas into initiatives that drive measurable business growth.

That execution gap appears to have significant consequences. Companies that consistently transform ideas into action are 53 per cent more likely to significantly outperform peers on revenue growth, achieving average growth rates 1.6 percentage points above their industry average. They are also 58 per cent more likely to outperform on brand equity, 48 per cent more likely to excel on Net Promoter Score and 45 per cent more likely to retain customers more effectively.

The findings arrive at a time when executives are becoming increasingly concerned about standing out in an AI-driven economy. While 83 per cent of leaders surveyed view creativity as one of the most important future leadership capabilities, nearly three-quarters fear their brands could disappear into a “sea of sameness” as generative AI tools become more widespread.

Commenting on the findings, Accenture Song chief executive officer Ndidi Oteh said technology alone is unlikely to create lasting competitive advantage.

“AI is transforming how organisations create and execute, but technology alone will not deliver differentiation. The companies pulling ahead are those that have built the leadership, culture and operating model to turn imagination into meaningful experiences, stronger brands and measurable growth,” she said.

The report introduces the concept of “applied creativity”, which it defines as the disciplined ability to convert ideas into useful products, services and experiences across the enterprise. Rather than being confined to marketing departments, the research suggests creativity should be embedded across technology, product development, strategy, operations and customer experience functions.

One of the study’s central findings is that the strongest performers treat creativity as a company-wide capability rather than a specialist function. In these organisations, creative thinking is incorporated into decision-making processes across departments, helping teams frame problems differently and identify new opportunities.

The report identifies three key ingredients that enable applied creativity at scale: commitment, structure and expertise. Commitment refers to creating a culture where experimentation and creative risk-taking are encouraged. Structure involves clear governance and decision-making processes that allow ideas to survive and scale. Expertise centres on leaders with the judgement and customer understanding needed to translate ideas into meaningful outcomes.

Leadership emerged as a particularly important factor. Organisations excelling in applied creativity are 49 per cent more likely to actively recruit and develop leaders with creative potential and 39 per cent more likely to have boards that value creativity when making senior appointments.

Reflecting on creativity’s changing role in the AI era, Accenture Song creative chairperson Nick Law argued that creativity is moving higher up the corporate agenda.

“As AI accelerates execution, creativity moves upstream. The real advantage comes from how leaders frame problems, make choices and build the conditions for bold ideas to survive and thrive across the organisation,” he said.

Echoing that view, Accenture vice chair David Droga said creative leadership is often misunderstood as simply generating ideas, when its true value lies in creating environments where strong ideas can flourish and deliver results.

The report concludes that as AI reshapes how work is done, organisations that combine imagination with disciplined execution will be best placed to adapt, differentiate and grow. In other words, while AI may help write the next chapter, creativity still decides the plot.