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From Moments to Innovation: How Generative AI is Revolutionising Product Design

Date of publication: July 5, 2024

Catalogue: North America 2024 - Innovation

Companies: IFF Nourish, InsightsNow

Authors: Dave Lundahl, Mimi Sherlock, Jenny O'Connor, Mark Stephens, Kristin Wright

Abstract:

Concept co-creation is a resource-intensive process involving individuals comprised of marketers, product and package developers, stakeholders and consumers alike. Insights professionals leading co-creation efforts are challenged to build winning concepts with significant time, money and human resource constraints. Overcoming these challenges requires efficiency in how consumer insights are quickly and consistently translated into relevant concepts, while fostering the spark of creativity necessary for successful innovation.

Dave Lundahl

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Mimi Sherlock

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Jenny O'Connor

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Mark Stephens

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Kristin Wright

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Lundahl, Sherlock, O'Connor, Stephens and Wright (2024a, July 05). From Moments to Innovation: How Generative AI is Revolutionising Product Design. ANA - ESOMAR. Retrieved March 12, 2025, from


https://ana.esomar.org/documents/drive-innovation-success-by-humanising-ai-