The adoption of generative artificial intelligence and automation technologies is reshaping business dynamics, accelerating innovation, and transforming workforce skills. This study examines the role of creativity and Design Thinking in integrating AI into organizational processes, highlighting the synergy between artificial and human intelligence in both incremental and disruptive innovation. AI adoption generates a dual effect: on the one hand, it enhances productivity by automating routine tasks; on the other, it necessitates strengthening cognitive, social, and emotional skills to support adaptation in a rapidly evolving environment. The analysis underscores how DT, with its human-centered approach, can serve as a catalyst for the effective integration of AI, balancing analytical thinking with intuitive creativity. The proposed framework illustrates how AI can support each phase of the DT process, from data collection and interpretation to prototyping and solution validation. Furthermore, the study explores the impact of AI on knowledge-based work and the changing nature of decision-making, collaboration, and creative processes within enterprises. This research contributes to the academic debate on AI’s impact in business, proposing an integrated approach that leverages the complementarity between human capabilities and artificial intelligence, outlining strategies for sustainable and inclusive innovation.