How AI Frees Up Time to Unlock Creativity
Beyond Efficiency: Leveraging AI to Unlock Creativity in a Time-Saved World
In my previous article, I laid out a critical challenge that many organisations are already facing as we move into 2025: AI frees up significant amounts of time across departments, but the real issue is what to do with that saved time. It’s easy to get caught up in the excitement of AI-driven efficiency gains — automating repetitive tasks, optimising workflows, and squeezing more productivity out of every minute. But here’s the thing: if all we do with that saved time is trim costs, we’re missing the point. We’re playing the wrong game.
I see it differently. The companies that will thrive in this next era are the ones that understand AI isn’t just about speeding up what we’re already doing. It’s about opening up entirely new ways of thinking, creating, and innovating.
Listen to the Deep-Dive Podcast.
The real value of AI lies not in simply doing more faster but in using the time we save to unlock creativity, experimentation, and deeper strategic thinking.
So, let’s take this conversation to the next level. Let’s talk about where AI can make a difference — how we harness creativity. This means exploring how AI can foster a culture of innovation, integrate it into the creative process, and inspire new ideas. Because, honestly, that’s where the magic happens.
The Value of Creativity in a Time-Saved World
Here’s the reality: with AI now handling many repetitive, mundane tasks that once bogged down our teams, we’re staring at a golden opportunity. We’ve gained back hours, days, and even more across departments. But this isn’t just a chance to boost the bottom line or cut headcount. It’s a chance to focus on what truly sets us apart — our ability to innovate, think differently, and create something new.
But here’s where most companies get it wrong. Creativity doesn’t operate on a factory schedule. It’s not a linear process that fits neatly into project management software.
Creativity is messy and unpredictable and thrives in spaces that allow for exploration, serendipity, and seemingly random connections that spark big ideas.
When it comes to administrative tasks, AI fits perfectly into the existing models. You want quick, efficient retrieval. Need that report? Done. Looking for last year’s contracts? No problem. That’s what AI does best — making information easily accessible when you know exactly what you’re looking for. But when it comes to creative work? That’s a different story altogether.
The Difference Between Administrative and Creative Information
Let’s break this down because this distinction is crucial.
Administrative information is straightforward. It’s what we need to manage the day-to-day — financial reports, HR forms, project timelines. AI is brilliant at organising, retrieving, and automating this type of work. It’s like having a supercharged filing cabinet that never loses a document.
But creative information? That’s a whole other beast.
Creativity isn’t about finding what you already know you’re looking for — it’s about discovering the unexpected, connecting disparate ideas, and stumbling upon that one insight that changes everything.
You’re not just trying to retrieve information; you’re trying to explore, play, and see what emerges when you let your mind wander.
Here’s the thing: most of the tools we use today are optimised for linear, efficient processes. They’re built for production lines, not artist studios. And that’s a problem if we’re serious about using the time saved by AI to drive innovation.
Rethinking Creative Tools for the AI Era
Let me ask you this: When you think about the tools you use every day, do they feel more like an assembly line or a sunlit artist’s studio? That’s the difference between optimising for efficiency and optimising for creativity.
Most tools today — Asana, Trello, or even the ubiquitous spreadsheet — are designed to keep us on track and ensure nothing falls through the cracks. They’re fantastic for managing tasks but terrible for sparking creativity. Creativity isn’t about ticking boxes; it’s about opening windows and letting the breeze in.
This is where AI can change the game. Imagine an AI tool that doesn’t just spit out exactly what you asked for but suggests content, quotes, or insights you didn’t even know you needed. An AI that acts like a creative partner nudging you in new directions, surfacing connections between projects you’ve worked on in the past, or even prompting you with questions that push your thinking. For instance, it could analyse customer feedback to identify potential areas for innovation or suggest new combinations of existing ideas to spark creativity.
From Information Retrieval to Information Discovery
Let’s get practical. What does this look like?
We’re in AI’s world now, and it can handle the grunt work, so I want my team to use that extra time to dig deeper, explore new ideas, and take creative risks. If I have a marketing team that now has an extra day each week because AI is scheduling posts and analysing data, that day shouldn’t go to waste. It should be spent brainstorming bold new campaigns, experimenting with content formats, or diving into customer insights to find hidden patterns no one else has seen.
But here’s the challenge: we need tools that support this kind of exploration. Tools that don’t just give us the answers but help us ask better questions. Tools that turn our digital workspaces into places of inspiration, not just organisation.
Imagine using AI to sift through thousands of customer feedback comments and not just categorise them but surface surprising themes or connections you hadn’t noticed. Or using AI to scan your past projects and suggest ways to combine old ideas in new ways. That’s where the future lies — not in doing the same thing faster, but in discovering new possibilities.
Mining the Gold in Old Ideas: Unlocking Innovation Through AI
Innovation often seems like pursuing something entirely new, but some of the most transformative breakthroughs come from revisiting old ideas with fresh perspectives.
Within the archives of our past work lies untapped potential — concepts that may not have been fully realised, ideas that were ahead of their time, or even solutions that were shelved due to constraints that no longer exist.
AI offers a remarkable capability to mine the “gold” buried in these past projects, revealing opportunities to combine, refine, or reimagine ideas in ways we might never have considered.
Imagine an AI-powered tool that scans through years of your past projects — design documents, reports, prototypes, presentations, and meeting notes. By analysing patterns, themes, and the underlying principles of your work, this tool can identify connections that may not be immediately apparent. For example, an abandoned marketing strategy from five years ago could be paired with a newer technology trend to create a breakthrough campaign. A product feature that didn’t resonate with users in one context might become the foundation for success when applied in a different industry or market. AI doesn’t just retrieve old ideas; it synthesises them, suggesting ways to remix and recombine them into innovative solutions.
This approach has profound implications for personal and organisational growth. Mining past work allows you to capitalise on your accumulated intellectual capital, transforming “leftover” ideas into stepping stones for future success. It’s not about simply revisiting the past — it’s about seeing the past through a new lens. AI acts as a collaborator, augmenting your creativity and offering fresh insights. The process becomes an iterative cycle: old ideas fuel new ones, and the lessons from today’s experiments enrich tomorrow’s explorations.
In many ways, this is the heart of experiential design. By treating every past project as a potential source of inspiration, you can leverage AI to innovate and evolve. Mining the gold in old ideas doesn’t just enhance productivity; it fosters a culture of continuous learning and reinvention.
It’s about ensuring that no good idea ever truly goes to waste — with the right perspective and tools, yesterday’s concepts will become tomorrow’s breakthroughs.
Moving from Efficiency to Creativity
We’ve reached a turning point. As AI takes over more routine work, the real value-add isn’t in squeezing more productivity out of every minute. It’s in turning that saved time into a launchpad for creativity, exploration, and innovation.
Here’s my challenge: don’t just use AI to optimise what you’re already doing. Use it to transform how you think, create, and innovate. The future of work isn’t about doing more of the same, faster. It’s about reimagining what’s possible.
Let’s use AI to open new doors, not just close old ones. That’s where the real potential lies — in using this technology to save time and unlock creativity in ways we haven’t even imagined. AI revolutionises how we think, create, and innovate, opening up possibilities and pushing the boundaries of what constrains our thinking.
I’m focused on that. If we do it right, it will change everything.
About the author: Greg Twemlow, Founder of XperientialAI©.
Greg Twemlow: “Empowering future leaders and organizations by designing and delivering AI-integrated experiential learning programs that blend technology, ethics, and philosophy. Through consultancy, mentorship, innovation coaching, and thought leadership, I help CEOs, business leaders, and individuals ethically and efficiently implement AI solutions while fostering a culture of trust, integrity, and wisdom in an AI-driven world.” Contact Greg: greg@xperiential.ai
