Operational excellence in the era of Industry 5.0: the role of human creativity and generative AI

Purpose This study aims to investigate the interaction of generative artificial intelligence (GAI) and Industry 5.0 (I5.0), focusing on human creativity from the operational excellence (OPEX) and innovation perspectives. Design/methodology/approach The research was carried with a systematic literature review based on systematic search flow of Ferenhof and Fernandes (2025), content analysis based on Bardin (2011) and a bibliometric analysis using RStudio software with the Bibliometrix package following Aria and Cuccurullo (2017) and Secinaro et al. (2020) guidelines. Findings Six main categories were identified, showing how GAI can support human creativity within the context of I5.0, and a conceptual framework is presented with strategic guidelines in an OPEX manner. Research limitations/implications This study advances understanding of how GAI can enhance creativity within the I5.0 context, offering conceptual guidance for academics and practitioners. The proposed framework clarifies how generative systems can inform organisational intent while also supporting the structured operationalisation of industrial ideation. Practical implications The proposed framework is positioned at a system-level theoretical perspective, offering a strategic lens to analyse how human creativity and generative systems co-evolve within Industry 5.0-driven OPEX. Additionally, the findings are intended primarily for firm-level and operational application, supporting managers in embedding generative AI into daily OPEX routines, continuous improvement practices and human-centred innovation initiatives. Originality/value This study offers a novel perspective by systematically mapping how GAI supports human creativity within the I5.0 context. Rather than examining isolated elements, it synthesises insights revealing underexplored connections between creativity, GAI and OPEX. The results outline six conceptual categories forming a basis for future theoretical or empirical model development.