This thesis investigates the impact of Generative AI, with a focus on ChatGPT Enterprise, on creativity within the consulting sector. Due to the growing concerns about AI’s influence on consultants’ creative capabilities, the study aims to describe how creativity is understood in this context, examine how AI is integrated into daily workflows, explore its perceived effects on creative tasks, and identify key individual factors that influence these dynamics. Using a qualitative approach, the research is based on semi-structured interviews with fifteen professionals from the same consulting firm. The findings reveal that creativity in consulting is perceived as a multifaceted construct, encompassing adaptive problem-solving, strategic thinking, and client-centered innovation. Generative AI is widely used to automate low-value tasks, generate and refine content, support research, and facilitate brainstorming. It is frequently described as an “accelerator” and “life simplifier”. However, this adoption is consistently balanced by a ”human-in-the-loop” validation process, reflecting a careful approach stemming from awareness of AI’s limitations and potential for mistakes. A dual impact on creativity emerges: AI acts as a powerful catalyst for idea generation, stimulates new ways of thinking, supports human-AI co-creation, and enhances collective intelligence. At the same time, concerns arise about “creative atrophy” or “laziness” due to over-reliance on AI, as well as the possible deterioration of human dialogue and interpersonal dynamics. These effects are influenced by individual factors such as openness to new technologies, trust in AI systems, and domain expertise. The study concludes that strategic management of Generative AI is essential for fostering creativity in consulting. Rather than competing with AI, the future value of consultants will depend on their ability to leverage human-AI collaboration– amplifying uniquely human contributions through thoughtful, responsible integration.