Page - 28 - in Digital Entrepreneurship - Impact on Business and Society

andglobaldevices, (3) thedevelopmentofanewconsumerwho ismore technically sophisticated and globally interconnected, (4) the advent of new industries and (5) the rapid increase in emergingmarkets. 2.3 Digital Technologies SupportingCreativity The digital age presents a different challenge to the existing view on the nature of creativity. Online creativity and audiences are affecting the meaning, expression and impact of creativity.Althoughmanystudieshavebeenconductedoncreativity, themajority of studies still focus on traditionalways of stimulating creativity. This opensupadiscussionabout thedifferent roles that these technologiesplay in regard to creativity and the potential for personal and collaborative creativity. In addition, there is a need for research that doesnot just embrace technologybut also critically examines the relationship towards Information and Communications Technology (ICT)anddigitalisation (Pedersenet al. 2019).Existing researchhashighlighted the importance of effectiveness and novelty as two fundamental criteria for creativity. In digital or social advertising agencies, most practitioners regard interactivity as the most important criterion for creativity. Therefore, the degree of interaction of digital technologies should be considered when exploring the relationship with creativity (Chen et al. 2019). While selecting the digital technologies that support creativity for further detailed examination in this paper, we analysed the general trends and predictions with regard to digital technologies that transform thewaywe live, from everyday tasks to complex, large-scale projects. The usage of such technologies helps with the decoupling of location, meaning creativity can be exploited from anywhere, whether in transit, at home or anywhere with access to a phone/computer. For further examination, we chose the following arguments for AI, the IoT and VR, which will shape the future of machine learning and automated systems (see Table 1). Digital technologies, suchasAI,VRand the IoT,are reshaping theway inwhich people live, learn, work and generate ideas and have increasingly become a fas- cination for individuals, society and companies (Bruno and Canina 2019a, b). Digital technologies are reducing the cost of iteration and experimentation in cre- ative work, which opens up new possibilities for both individuals and businesses (Austin 2016). A global study done byAdobe found that businesses that invest in creativity experienced increased employee productivity (78%), satisfied customers (80%), produced a better customer experience (78%), fostered innovation (83%) andwere financially successful (73%) (Adobe 2016). Next, we introduce each technology and elaborate on its role in supporting the creativity of entrepreneurs and their teams. Unleashing the Creativity of Entrepreneurswith Digital… 29