This chapter examines creativity as a universal aspiration, tracing its evolution from a human-centric talent to a networked, systems-driven phenomenon. It critiques the romanticized "genius" narrative, highlighting instead a systems theory approach, which frames creativity as interplay between individuals, cultural domains and societal institutions. The text explores how Neoliberalism reshaped workplaces to prioritize flexibility and collaboration, fostering the rise of the “Creative Class” across industries like advertising, gaming and design. It underscores how today’s economic forces risk reducing AI systems to a tool for increased productivity, with serious negative consequences for workers as a result. It questions AI’s role in creativity, arguing that current systems (e.g., LLMs) excel at imitation but lack novelty due to statistical constraints that are inseparable from its design. The chapter proposes a type of collaboration with AI systems called “augmented creativity”, where AI acts as a mediator, amplifying human potential by revealing unseen patterns. The discussion underscores creativity’s social nature and the need for collaborative networks to harness AI’s transformative potential.