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The role of creativity in marketing has great importance. In this chapter, the authors discuss the role of creativity in the sports context. The authors discuss creativity and then move onto the various contexts in sports that could be covered. This looks at the worlds of traditional and extreme sports along with a brief exploration of the burgeoning area of esports. The authors then draw from some creative principles that are worth keeping in mind before moving onto future areas that could be covered. The authors hope that this will be useful for practitioners and researchers who are interested in not just creativity, but also the exciting opportunities in sports. In short, the authors hope this provides inspiration for those wishing to explore these areas further. Creativity is a powerful thing, and sport is an area full of potential. As such, the authors believe that these two are a pairing worth exploring more.

This chapter analyzes studies on organizational creativity in Latin America. Having identified a gap in the literature, we conducted a systematic literature review that provides academics, entrepreneurs, and managers with an overview of their regional reality. Creativity, seen here as a phenomenon that is distinct from innovation, constitutes a field of growing interest, albeit fragmented. Creativity is a multilevel phenomenon that influences individuals, groups, organizations, and the environment. Our results indicate that in the Latin American context, organizational creativity is a recent field, with publications concentrated in the last decade, and characterized by isolation when viewed from the perspective of partnerships among authors and institutions. We analyzed 39 articles and identified authors, journals, and countries with the largest number of publications. Research papers that investigate what enables creativity in organizations as well as articles that focus on organizational levels are the most commonly found. Subsequently, we discussed implications and directions for the field.

One thing which distinguishes people from computers and from one another is variously called creativity, the right brain, or the subconscious. Computers are designed to be fast, almost‐error‐free rule followers. Artificial intelligence (AI) has been based on computers and their rule‐following skills, e.g. expert systems. Yet we do not value Mozart, Einstein, Van Gogh, etc. for their rule following skills. In order to understand our own creativity we must model our subconscious. Once we model it, we can learn more about it by building a computer subconscious. Shows how a multiple‐module Darwinistic model can account for the human subconscious and how such a system can be emulated in a computer. For a quantum computer, perhaps the only technological computer fast enough to make computer creativity interesting, the results are also unpredictable in principle. Computers will differ in personality, skill and interests just as people do even if they start off identical.

Considers the central nervous system as a data‐processing system, in which one can model (simulate) an operating system, a knowledge processor, a monitor, a model of the Universe and a linguistic model. Artistic creativity is compared with scientific activity and it is stressed that scientific creativity can also mean small advances in given areas. Considers it essential not to propose new paradigms, but to elaborate efficient imaginary ideas, to create new concepts and to propose new areas of research. In these directions, some simple methods are suggested.

An organization’s competitive advantage can be strengthened if they are able to identify highly creative individuals. In fact, organizational success in the 21st century may depend upon a firm’s ability to identify highly creative individuals who are able to develop novel and useful ideas, which are the outcome of creativity. The authors posit that Information Technology (IT) plays a significant role in creativity.

Applying the componential view of creativity, the authors propose the theoretically-derived concept of Individual IT Creativity (IITC). Utilizing a 5-phase methodology, the authors provide a theoretically-derived and rigorously-validated measure of IITC.

This study demonstrates that IITC is manifested in individuals who (1) possess IT expertise; (2) are motivated by IT tasks and (3) exhibit IT creativity-relevant processes. The authors then develop a scale to measure IITC and examine IITC within a broader nomological network.

This study facilitates the investigation of new streams of research into IITC, including new possible outcomes in addition to IT acceptance.

With the rapid advancement of generative artificial intelligence (AI), it is important to consider how young people are making sense of these tools in their everyday lives. Drawing on critical postdigital approaches to learning and literacy, this study aims to center the experiences and perspectives of young people who encounter and experiment with generative AI in their daily writing practices.

This critical case study of one digital platform – Character.ai – brings together an adolescent and adult authorship team to inquire about the intertwining of young people’s playful and critical perspectives when writing on/with digital platforms. Drawing on critical walkthrough methodology (Light et al., 2018), the authors engage digital methods to study how the creative and “fun” uses of AI in youths’ writing lives are situated in broader platform ecologies.

The findings suggest experimentation and pleasure are key aspects of young people’s engagement with generative AI. The authors demonstrate how one platform works to capitalize on these dimensions, even as youth users engage critically and artfully with the platform and develop their digital writing practices.

This study highlights how playful experimentation with generative AI can engage young people both in pleasurable digital writing and in exploration and contemplation of platforms dynamics and structures that shape their and others’ literate activities. Educators can consider young people’s creative uses of these evolving technologies as potential opportunities to develop a critical awareness of how commercial platforms seek to benefit from their users.

This study contributes to the development of a critical and humanist research agenda around generative AI by centering the experiences, perspectives and practices of young people who are underrepresented in the burgeoning research devoted to AI and literacies.