Enhancing corporate innovation through generative AI: A case study on Human–AI collaboration — Pena et al. (2026)

1 More Paper · Oct 6, 2026 · 1h 11m · transcript

Although Generative Artificial Intelligence (GenAI) is revolutionizing corporate innovation processes, little is known about how it fits into Design Thinking (DT). This study uses an exploratory case study in a corporate innovation workshop to examine how GenAI affects three essential DT components: trend identification, brainstorming, and feedback. Using a mixed-methods approach, we assessed participants' perceptions before and after DT activities with and without GenAI help. Our findings demonstrate that GenAI accelerates ideation, improves creative confidence, and promotes trend…