Page - 31 - in Digital Entrepreneurship - Impact on Business and Society

of options for starting points, rather than having to think of a starting point themselves. Artists would no longer be limited by the ideas they get but rather by their ability to translate the ideas of anAI into awork of art (Magalhães 2019). Interestingly, Forbes speculated that AI would level the intellectual differences of individuals. Individual IQswill decrease in importance, asAIwill aid thosewith lower IQs.Moreover, the conclusion is that creativity and imaginationwill become increasingly important in the years to come. Forbes reports that the World Eco- nomic Forummade a prediction in 2016 that creativity would be the third most important skill to employers in 2020. Creativity previously held the 10th place in 2015(Fatemi2018).Another importantaspectofAImentionedbyForbes is thatAI alleviatespeople fromthemundane, time-consumingand repetitive tasks thatmight take an employeedaysorweeks to complete.Relieving an employeeof these tasks will greatly increase the time they have available for creative endeavours (Fatemi 2018). However, we must consider the limits of technologies such as AI at this time, sincemuch is yet to be learned about its capabilities and uses. For example, thedangersof integratingAI intoourdaily livesmust beexplored, as it couldbring risks that are not yet foreseeable. In conclusion, AI can be seen as a catalyst to push human creativity. While machine and human collaboration can produce exciting results, novel approaches and combinations would not likely develop if either were working alone (Marr 2020).Moving beyond its simple existential purpose of analysing vast amounts of data, AI has the potential to become humanity’s best tool for advancing itself creatively and does so by stimulating entrepreneurial minds to find entirely new ways to utilise data. 2.5 Virtual Reality Constructs suchasVR,augmented reality (AR)andAIareoften regardedas similar and interchangeable, which can stop managers and entrepreneurs from exploring their potential and effectiveness. To avoid any confusion betweenARandVR,we would like to clarify the difference (Marr 2018). Augmented reality is already widely used in business processes and departments that benefit from technological solutions. In business andmanagement, it is often difficult to distinguish the dif- ferences between new available technologies. Understanding the differences between different virtual, physical and possible constructs is crucial for successful integration of such technologies in business processes.Hence, a clear definition of AR is provided before exploring its relation to creativity and overall benefits and risks.Moreover, AR is the integration of digital information in a real-world envi- ronment, such as virtual, statistical and auditory content. A layer of digital infor- mation ismadeaccessible topeopleand isgeneratedbycomputer software (Farshid et al. 2018). This technology can be provided for a wide range of uses and plat- forms.Most popularly used are applications on smartphones or other devices and wearables. The layers that are added to the actual world can be both sensory and data-based. Augmented reality technology can provide various solutions for both 32 R. D. Hisrich andM. Soltanifar