Abstract:

Since late 2022, generative AI (GenAI) has emerged as a game-changer in the insights and innovation landscape, promising more than just efficiency gains. Ricola and Human8 conducted an experiment to delve into GenAI's practical application in innovation workshops, revealing its potential to enhance human-centered creativity and drive breakthrough innovations. Our findings demonstrate that integrating GenAI and creative crowdsourcing with internal innovation workshops significantly enriches idea generation, improves problem framing and refines idea prioritisation through synthetic data. These results underscore the transformative power of GenAI when combined with human expertise.