Ideation and creation
The traditional process of creating new product ideas from focus groups is rewarding, but their long time horizon may not be the right fit for every project. One of the tasks that generative AI is best at is coming up with a lot of ideas nearly instantly, helping brands ideate new products quickly and efficiently. It’s been a notable early use case: One in four generative AI users (25%) say they have used the tools for brainstorming, according to a March 2024 Ipsos poll.
Here's how people are using generative AI, and for what
Source: 414 Americans who say they often or sometimes use generative AI products/services like ChatGPT, DALL-E, Bard, or Bing chatbot, surveyed March 19-20, 2024 for the Ipsos Consumer Tracker.
Here's how people are using generative AI, and for what
Source: 414 Americans who say they often or sometimes use generative AI products/services like ChatGPT, DALL-E, Bard, or Bing chatbot, surveyed March 19-20, 2024 for the Ipsos Consumer Tracker.
The key to getting the most out of AI tools is the level of detail given in your prompt: The more detail you can put in, the more refined your output will be.
This is where human intelligence continues to play a key part. Your team has to know what they’re looking for – and have a rough map of how to get there – in order for AI to fill in the gaps and provide the guide.
“The role of the workshop participant is akin to an editor and curator of statements that effectively aid in reframing the problem. Instead of viewing generative AI as the sole creator of the final product, recognize it as a valuable team member that contributes to the overall process.”
Ajay Bangia
Global Scale Leader in Ipsos’ Qualitative Research Practice
But with a detailed enough input and a detailed enough output, generative AI can produce viable product ideas that you can test with humans as you determine what to bring to market. Not every AI idea may be a keeper, but human intelligence can help judge that.
This isn’t limited to one sector: AI-powered ideation processes can be used in automotive, CPG, healthcare, beauty, food and beverage, financial services, hospitality, and more – any business that is looking to find new ways to scale.
Another key use for generative AI is shortening the creative process, enabling brands to quickly create content at scale. This has gained attention as AI-generated images have proliferated online, and indeed, one in four AI users (28%) have used the tools for creating visual art, according to the March 2024 Ipsos poll.
While there are still issues with bias, consistency and the realism of the outputs, these tools are being constantly refined and are increasingly ready for brands to go from wow to how with their visual assets.
Now, when an image is needed for a product or creative, an authorized user can prompt the AI for what’s needed, and an asset can be spit out in seconds.
“We may have creative individuals who say, ‘this cuts my time in half’ or those who may be creative in nature, but they’re not an artist, or they haven’t learned to code. It can help you come up with ideas, or help you to bring that idea to life in a concept, or be able to better showcase it to someone.”
