The End of Productivity: Why creativity is the new currency of success

The advent of artificial intelligence is shifting the focus from traditional productivity metrics to creativity. Historically, success has been measured by efficiency and speed—doing more, faster. However, as AI increasingly handles routine tasks, the value of mere productivity diminishes. Azout suggests that in an era where AI can generate content rapidly, the most significant contributions will come from work that is original, emotionally resonant, and authentic. She critiques current productivity tools for emphasizing standardization and efficiency, which can stifle the messy, non-linear process essential for creative thinking. Azout advocates for a paradigm shift that prioritizes creative potential over traditional productivity, encouraging the development of tools and systems that support deeper, more intentional creative work.