Application of the Latest Generation of AI in New Product Development Process: Archival Research based on Secondary Data in the form of Relevant Publications

Abstract

Artificial Intelligence (AI) refers to a disruptive technology that aims to reproduce human-like intelligence companies’ purpose is to be used as an assistant in day-to-day tasks in order to save time and resources. This technology tends to be more and more used by companies, especially for marketing purposes. This study aimed to see how the last generations of AI technology could be used for each step of the New Product Development (NPD)’s process. It based itself on a framework that defined NPD in 8 steps: idea generation, idea evaluation, concept development, marketing strategy, business analysis, product development, test marketing, and commercialization. To reach its goal, this study used a qualitative analysis through Archival research based on secondary data from relevant sources. The analysis is based on a review of both academic and non-academic sources like research papers, case studies, journal articles, etc. The results proved that AI already is useful and will tend to be even more useful in the future for product development. But it also showed that marketing strategy and commercialization are areas where there is for the moment more development than for the other steps of the NPD process. The results have also shown that nowadays, AI seems to be more powerful while being used as an assistant than when it is working on its own.