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The Artpreneurship Research Group at Aalto University has a big goal: to bring creative people and creative thinking to the heart of business. The seminar Reimagining the Role of Artistic Creativity in Business, organized by the group 11 September at the Aalto University campus, explored the significance and potential of artistic creativity in business renewal. The event brought together representatives from the business world and international experts.

The question of the significance of creativity and art is more relevant than ever in the age of artificial intelligence (AI). AI handles processes, data analysis, and routines more efficiently than any human being. But what happens when machines optimize everything that can be measured?

The seminar provided an answer to this question: competitive advantage can be found in art, imagination, and the ability to create meaning.

"Artistic creativity is the superpower of the AI era. In a world where sameness is the default and polarization is on the rise, this is not a luxury. It is a strategic necessity", said Ia Adlercreutz, Professor of Practice at Aalto University's Department of Art and Media.

According to Adlercreutz, companies seem to be more open to expanding their toolbox, as the old tricks no longer seem to deliver the much-needed growth.

Long-term commitment creates value

The keynote speakers at the seminar were two respected experts working at the intersection of art and business. Thomas Girst, Global Head of Cultural Engagement at the BMW Group, and Ben Hartley, President and CEO of Silkroad, emphasized that art is not just a brand decoration for companies, but a strategic asset.

“Art gives companies something that strategy alone cannot offer: a way to question not only the means, but also the ends. It introduces perspectives that disrupt, inspire and endure. That is where its true value lies”, said Girst.

The BMW Group has been investing in art and culture for 50 years. According to Girst, the most important thing is that this thinking is deeply embedded in the company's strategy.

"A true partnership between companies and artists requires freedom, dialogue, and long-term commitment. It brings meaning, flexibility, and beauty to business", Girst said. 

Hartley urged us to see artists specifically as strategic partners who open up new pathways for business to grow and endure.

New methods for leadership

Anniina Suominen, Professor and Leader of the Artpreneurship Research Group at Aalto University, highlighted that art-based methods can help leaders increase their self-awareness, strengthen community spirit, and renew organizational culture.

" Artistic creativity can help companies engage with wider questions – from global challenges like climate change to local questions of belonging and community. It can do so in a non-political, human way that builds trust and shared meaning", Suominen said.

Ia Adlercreutz believes that art-based methods will quickly rise to prominence alongside other established management models: “They can complement design thinking, systems thinking, change management and lean methods.”

The Artpreneurship Research Group has experimented with bringing artists into research processes and corporate development work. The central idea is that value is not only in the output, but in the process itself—by how artists help to conceptualize difficult-to-articulate issues and find new perspectives on them.

Imagination, meaning, and creativity are no longer additional features in business, but essential for motivation, innovation, and results.

The speeches emphasized the question of how boldly we can imagine and what kind of future we are creating. As Ben Hartley pointed out, artists have the ability not only to imagine the future, but also to invent it.

Artpreneurship Research Group

The Artpreneurship Research Group explores the potential of artistic creativity in companies as a means of renewal and flexibility. The aim is to expand cooperation between companies and the creative sector and transform it into real tools, methods, and ecosystems.

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More information:

Ia Adlercreutz, Professor of Practice, Aalto University Department of Art and Media, ia.adlercreutz(a)aalto.fi

Anniina Suominen, Professor, Aalto University Department of Art and Media, Leader of the Artpreneurship Research Group, anniina.suominen(a)aalto.fi