Creativity is often considered as an “intuition” or “talent” and can’t be easily interpreted in a logical way (Wu et al. 2021). The creative industries often refer to graphic design, film, music, video games, fashion, advertising, media or entertainment industries (Howkins 2002), related to the extraordinary thinking by supreme creative individuals (Weisberg 2006). However, creativity actually lies in all creative activities, from the arts to science, from everyday life to industry production. Today, creativity is considered to be a crucial competency (Binkley et al. 2012). Boden (2004), who pioneered the field of philosophy of cognitive science, offers the definition “Creativity is the ability to come up with ideas or artefacts that are new, surprising and valuable”. With the help of language, people used the creative process in art and technology, making creativity “one of the most striking features of the human species”, since at least 40,000 years ago (Carruthers 2002, p. 226). Creativity in today’s sense is at the heart of human endeavour, shaping various fields including education, art and healthcare (Esling and Devis 2020; Farina et al. 2024; Tredinnick and Laybats 2023).

For as long as we have written history, humans have been fascinated by the idea of thinking about thinking. The ancient Greeks saw self-reflection as a path to wisdom: Socrates urged his students to “know thyself”, while Aristotle suggested that the mind could even grasp its own activity. Centuries later, philosophers and logicians took this further, asking whether knowing something also means knowing that you know it. In the 1960s, Jaakko Hintikka captured this in a famous principle of logic: if an agent knows a fact, it should also know that it knows it. Fast forward to today, and this same idea has found new life in artificial intelligence, where researchers explore how machines might be designed not just to think, but to reflect on their own thinking.

The debate on creativity has intensified with the rise of generative AI, especially of large language models (LLMs). Recent research shows that these systems can produce work that competes with, and in some cases exceeds, human creativity (Guzik et al., 2023; Bohren et al., 2024). At the same time, their use brings serious concerns about value, authenticity, and the long-term safeguarding of human creative practices (Mei et al., 2025; Messer, 2024). This tension highlights what might be called the “flattening threat”: there is a perceived risk that even as LLMs make it easier to generate ideas and boost productivity, they could also diminish the diversity, style and authenticity that enrich human creativity.

The field of AI is experiencing a participatory turn (Delgado et al., 2023). From tech companies to researchers, there is growing recognition that AI design and development should not happen in isolation from the people it affects. Regardless whether AI systems are designed for mental health, education or journalism, they need input from communities who deeply understand these domains. Interdisciplinary collaboration has been assuming a more pivotal role, bringing together computer scientists, researchers, ethicists and community members to create more aligned and responsible AI systems. This shift is certainly representative of progress.

When thinking about generative AI and its disruptive impact, text generation often comes up as the most representative example of this new chapter in technological advancement. Large language models (LLMs) are rapidly transforming sectors that have at their core text generation tasks such as writing, drafting or summarisation, and the online news industry has been challenged in adapting to these new tools since GPT (generative pre-trained transformer) models became known to the mass public in late 2022.

Imagine you would like to write an essay about quantum computing, but your knowledge about quantum computing comes only from your high school textbooks. In this case, you know how to write good papers, but your knowledge is limited. Now imagine if you could access any library in the world while writing. That would make your work easier, and it’s essentially what retrieval-augmented generation (RAG) does for large language models (LLMs).