In this paper I take a philosophy of technology approach to so-called “creative AI.” In light of the disruptions promised by generative AI systems, I explore the way AI may give cause to develop a philosophical concept of creativity for the new technological milieu, beyond those often found in AI models, based on human psychology alone. Largely framed by the process thought of Alfred Whitehead, the paper first engages in a critique of human-centric accounts of creativity that are dominant in the AI field, and then explores the way a process philosophy of technology can describe emerging creativity-technology relationships. The conclusion of the paper is twofold: the first is that creative AI systems should embrace a more contingent and complex concept of creativity in order to produce “new, surprising, and valuable” objects in the world. The second is that one of the key roles of contemporary philosophy of technology is to rethink creativity as artificial in light of the potential of AI.