"In this study, professionals were assigned to work with or without AI on real product innovation challenges in a one-day virtual workshop. Solutions were compared across four experimental conditions: (1) individual working without AI, (2) individual working with AI, (3) two-person team without AI, and (4) two-person team with AI. The AI system was based on GPT-4 accessed through Microsoft Azure."
"Performance and productivity were positively influenced by AI. The highest levels of product innovation solution quality were achieved by teams of two employees working with AI, followed by individuals working with AI and teams without AI. Using time on task as a productivity index, the most significant time savings were observed for individuals working with AI, followed by two-person teams working with AI."
"AI helped individuals balance expertise areas. Better product innovation solutions combined both research and design and commercial knowledge. A key benefit was seen for participants working with AI. Without AI, participants produced solutions closely aligned with their area of professional expertise (i.e., participants generally had either a research and design or commercial background), while with AI they produced more balanced solutions (i.e., solutions that combined both research and design and commercial inputs)."
Professionals completed one-day virtual workshops solving real product-innovation challenges across four experimental conditions: individual without AI, individual with AI, two-person team without AI, and two-person team with AI. The AI system used GPT-4 via Microsoft Azure. Teams of two working with AI produced the highest solution quality, followed by individuals with AI and teams without AI. Time-on-task reductions were largest for individuals with AI, then two-person teams with AI. AI enabled participants to generate solutions that combined research/design and commercial knowledge, reducing narrowly expertise-aligned responses observed without AI.
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