An experiment showed AI users had the most creative ideas when they used it in moderation – not too much and not too little. Columnist David Robson puts the finding to the test, and explores what we l ...

Growing up in Lagos, I remember seeing huge government-built incinerators along the Mile 2–Orile axis, not far from Festac Town. Similar facilities appeared in various parts of Lagos and across the ...

The annual Cannes Lions festival of creativity opens this year with the sectors it covers in the throes of fundamental change — so it’s no surprise that the 2026 event is packed with signs of the ...

When a writer comes up with a striking metaphor, when an engineer solves a tricky problem by combining seemingly unrelated tools, or when a child invents the rules of a new game, what happens in the ...

Many ask what AI tools can do, getting caught up in the logistics of how quickly they work, how much they can produce, and how much effort they can reduce. However, Creative Theory Agency’s work with ...

The conspiracy theories of our time seem fixated on an absence of clues. By Peter C. Baker In Nick Shirley’s mega-viral YouTube videos alleging social-services fraud in Minnesota, the important piece ...

The world is full of theories of everything. The smartphone theory of everything argues that our personal devices are responsible for the rise of political polarization, anxiety, depression, and ...

The team used the Divergent Association Task (DAT), something used in psychology to measure a specific type of creativity. Essentially, it asks someone to come up with 10 words in four minutes, and ...

Generative AI is increasingly embedded into day-to-day workflows across organizations globally. Employees are using AI tools like ChatGPT to brainstorm solutions, explore alternatives, summarize ...

We are born to create. We are storytellers. It is in the natural form of our being and existence. Sometimes, with daily life, creativity feels miles away. We know it lives and breathes inside of us, ...