Alwin de Rooij studies creativity: The creation of ideas, solutions, and products that are original and effective. He uses scientific and artistic methods, where emerging technologies are used to study creativity in new ways, and from which he develops tools and technologies that support creative design and artistic work. The ultimate goal of his research is to understand creativity better so that we can help people to get more out of their own creative capabilities.

To achieve this, he addresses fundamental questions about creativity from a neuroscience perspective, e.g., on the function of noradrenaline in creative cognition, and a psychological perspective, e.g., on how predictive processing shapes creative action; and contributes to art and design practice, by developing evidence based design methods and creativity support tools that rely on emerging technologies such as artificial intelligence. He is also involved in various art-science collaborations.

Alwin is an assistant professor at the Department of Communication and Cognition, Tilburg University. He received a PhD in Creativity Science from City, University of London, a MSc in Media Technology from Leiden University, and a BFA in autonomous art from the Interfaculty ArtScience of the Royal Academy of Art and the Royal Conservatoire, The Hague

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