Can Artificial Intelligent Systems be Creative? A Preliminary Study in the New Product Development Process for New Drinks

Abstract

The aim of this chapter is to explore to what extent artificial intelligence (AI) could be introduced in new product development (NPD) process to support the decision making from the development to the launch of a new idea. Building on qualitative data from multiple cases from alcohol sector, the study reveals that AI could be introduced to reduce the risk of unsuccessful development and launch of a new product, supporting all the phases by systematically integrating feedbacks from the market. Specifically, AI can be used to create new recipes/flavours for alcohol drinks. Results also show that integrating AI from the idea scoping to the final product launch is feasible with the support of external stakeholders. The chapter concludes with some recommendations for theory and practice.

Citation

Serravalle, F. and Pantano, E. (2021), "Can Artificial Intelligent Systems be Creative? A Preliminary Study in the New Product Development Process for New Drinks", Pantano, E. (Ed.) Creativity and Marketing: The Fuel for Success, Emerald Publishing Limited, Leeds, pp. 101-115. https://doi.org/10.1108/978-1-80071-330-720211007