AI IN NPD Can AI compete with the crowd in generating ideas?
| dc.contributor.advisor | Kok, R. | |
| dc.contributor.author | Tiecken, Jort | |
| dc.date.issued | 2023-09-28 | |
| dc.description.abstract | This study explores the idea generation capabilities for new potato products from AI (represented by a Transformer Based Language model called ChatGPT) in comparison to the ideas collected via crowdsourcing. ChatGPT model GPT-4 was given the same questions and information as the crowd was given. In total 206 ideas, 103 ideas from both sources, were rated by the manager innovation and a product developer from Company X on four dimensions. The dimensions are novelty, feasibility, relevancy and specificity, together forming idea quality. Results from a MANCOVA and a Mann- Whitney-U test showed that the crowd scores significantly higher on novelty and specificity than AI does. The source of the idea did not have a statistically significant effect on the feasibility of the ideas, so the feasibility is not dependent of the source of the idea. This indicates that the implementability of the ideas from the crowd and AI are almost equal. The influence of the source of the idea on relevancy could not be measured do to negative inter-rater reliability. The results need to be interpreted with caution due to non-normality of the data. | |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/16641 | |
| dc.language.iso | en | |
| dc.thesis.faculty | Faculteit der Managementwetenschappen | |
| dc.thesis.specialisation | specialisations::Faculteit der Managementwetenschappen::Master Business Administration::Innovation and Entrepreneurship | |
| dc.thesis.studyprogramme | studyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration | |
| dc.thesis.type | Master | |
| dc.title | AI IN NPD Can AI compete with the crowd in generating ideas? |
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