We explore the complex relationship between generative artificial intelligence (G-AI) and the ethical aspects of creative activities. Based on the dual concepts of attribution theory and entrepreneurs’ self-regulation, we examine how G-AI impacts entrepreneurs’ creativity, including unethical creativity, and those displaying traits linked to the ‘dark side’ of the human personality. Using data from India and Bangladesh, we test the core hypothesis that G-AI increases creativity within an entrepreneurial context. Contrary to prevailing narratives about G-AI’s ability to enhance human creativity, our findings show that G-AI’s direct influence on creativity is statistically insignificant. More importantly, our results highlight that G-AI use is positively related to unethical creativity—a form of innovation that breaches normative standards—especially among entrepreneurs with high levels of narcissistic and Machiavellian traits. Our study advances attribution theory and self-regulation by revealing how entrepreneurs’ internal conflicts, such as the tension between aspirational creativity and opportunistic self-interest, interact with their self-control to produce unethical creativity. We offer important insights into how G-AI can be employed responsibly and ethically in entrepreneurial venturing.