ChatGPT might just be the best brainstorming partner I’ve ever had

AI has become my go-to brainstorm buddy

I know, I know, it feels like sacrilege to say so – especially in a role as creative as mine.

Don’t get me wrong. I love the ideas that bubble out of people’s brains when you put two or three heads together. That feeling when you hit upon something wonderful – or even something seriously weird and wild that makes everyone snort with laughter (in one memorable Wonderthink brainstorm, the idea of Lego Meat was floated. We still don’t know how we got there or what Lego Meat actually is).

But, there are a few things that set a ChatGPT brainstorm apart from a brainstorm with my human colleagues.

3 reasons I love brainstorming with AI

1. It’s always there for you

Now, I might not actually need to use ChatGPT 24/7 (we’re big believers in work-life balance here at Wonderthink), but having a brainstorm buddy that’s available whenever I need it has been an absolute game-changer. Whether I’ve been staring at a blank page for the better part of an hour or want to play around with a new idea that’s come to me but isn’t yet fully formed.

While spitballing with my team is always worthwhile (more on that below), there’s something to be said for not having to wait days or weeks to get everyone together – whether that’s on Zoom or IRL – to jump on an idea when it strikes. And when we do get together, well, then I’ve got even more ideas to bring to the table.

2. Contrary to popular opinion, AI can be pretty damn creative

ChatGPT scores better than 99% of people in tests when it comes to both how many different ideas it can produce, and the originality of these ideas. Seriously. It’s also 40 times faster than humans at producing ideas. 

You might be shocked to learn ChatGPT is actually coming up with original ideas – but I promise you it’s true. I’ve seen it in action. While large language models like ChatGPT are trained on information that’s already out there in the world, it has an uncanny ability to connect almost infinite troves of information in random ways humans just can’t. This also means it’s brilliant at exploring and developing kernels of your own ideas into fully-fledged concepts.

But creating original ideas with AI is also completely dependent on the quality of the prompts and feedback you give it. In other words, ChatGPT can’t do it without you. Your brain still matters.

3. It’s open to anything and it never get tired

We talk a lot about ‘divergent’ and ‘convergent’ thinking at Wonderthink. ‘Divergent’ thinking is when you come up with a free flow of ideas without any practical limits. ‘Convergent’ thinking is when you start getting practical and thinking about whether ideas would work… or wouldn’t. Both kinds of thinking have a place, but divergent thinking is critical for creative new ideas.

ChatGPT doesn’t criticise or dismiss ideas, making it the perfect partner for free-flowing, unfiltered brainstorming. This means you can explore endless possibilities – no matter how far fetched they might seem – without fear of judgement​.

Plus, ChatGPT never gets tired. AI can provide an endless flow of ideas without the usual human limits, like fatigue, which can inhibit even the most creative person’s divergent thinking abilities as irl brainstorms stretch on.  

… And 3 things to keep in mind when you’re brainstorming with AI

1. It still takes time

When you’re brainstorming your next big idea – whether that’s for a marketing campaign or a product or a white paper –  you’re not going to bang out something great in an hour. 

If you want to achieve a genuinely good, original result, it might take you a day or two of back and forth with your AI brainstorm buddy of choice. But if you used to spend a week doing this, that’s a pretty significant difference.

2. Distilling ideas with human insights

Discernment is the secret sauce humans bring to the table when it comes to ideation – whether they’re brainstorming with a group of real people, or using AI to help them generate ideas.

With the right prompts, AI tools can produce a huge volume of high-quality ideas. Discernment –  knowing which ideas actually have legs and which ones would be better left on the table (Lego Meat, we’re looking at you) – is a critical part of the ideation process. And only people have the skills and knowledge to do this.

“AI […] still lacks judgement, an area where human contribution should be significant,” notes Jakob Nielsen. “Leverage AI for an ideation torrent, then harness human discernment to refine and select the most potent ideas for action.”

3. Brainstorming with real people still has a place 

Whether you start with ChatGPT and take those ideas to people to springboard off, or the other way around, brainstorming with real people is here to stay.

There’s a special alchemy in human collaboration – that shared feeling of recognition when you hit on an idea that’s just right, the laughs, the unexpected tangents that take you in an entirely different direction.

Plus, while people don’t have access to the vast knowledge ChatGPT does, they do bring a unique understanding of your brand, your customers, and cultural landscape that AI simply can’t replicate (at least, not without your help).

A few ways you could use AI for brainstorming

Turn sparks of inspiration into something concrete

One of my favourite ways to brainstorm with ChatGPT is using it to flesh out a rough idea. You know those moments when you sense you’re onto something but you don’t quite know what it is yet? That’s where ChatGPT comes into its own.

Say you want to create a resource on a particular topic but aren’t sure of its exact form or what to include. ChatGPT helps take that vague concept and turn it into a more defined plan, offering a range of ideas you might not have considered.

Breaking through creative roadblocks

When you’re feeling stuck and don’t know what direction to take, ChatGPT can offer alternative solutions to creative or strategic challenges. With its knack for divergent thinking, it presents options outside the usual approaches, encouraging unconventional ideas – which can lead to genuine breakthroughs.

Reimagining and repurposing content

Got a white paper or webinar that performed well and want to get more mileage out of it? AI can help you identify new angles and formats. It might suggest ways to refresh older campaigns, adapt content for current trends, or repurpose material for different platforms or product launches – and it can help you execute it, too.

If you’re not using AI to help you brainstorm, you could be leaving ideas on the table

There is so much to gain by leaning into AI’s creativity, rather than shying away from it – or refusing to acknowledge its creative potential altogether.

Yes, AI has proven incredibly useful for getting boring, repetitive tasks that require no real thought off your plate. But it can also be a potent tool in your creative arsenal for those projects that do need deep or out-of-the-box thinking. And the reality is, it’ll be the businesses that know how to use it that way that will have a strategic advantage in the coming years.

Want more AI insights and advice? Sign up for our newsletter. And if you need help implementing AI in your business or upskilling your team with AI content training, get in touch. We’d love to hear from you.