Under conditions of rapid changes in working life, there is an urgent need to examine the nature of creativity and learning in organizations. The aim of this study was to investigate the nature of self-directed learning (SDL) practices in creative activity in technology-based work. We focus on both individual and collective practices but also on the importance of organizational culture. The data consist of 46 interviews and observational field notes collected from participating organizations. Thematic and ethnographic analyses were utilized as tools to reveal the nature of SDL in creative activity. We found three themes describing of the nature of SDL in creative activity: a combination of individual and collective action, solving common problems through dialogue and discussions, and the organizational culture framing SDL in creative activity. Based on the findings, we provided support for that SDL in creative activity is manifested as a socio-cultural phenomenon and SDL practices are intertwined with creative activity. We discovered organization cultural frames that can support the realization of SDL and creative activity in working life. However, more research on the relationship between these phenomena and the conditions for their realization is needed.