Personal concerns regarding AI in new product ideation
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2024-07-03
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en
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This study investigates personal concern factors of individuals influencing their attitude towards using AI in the ideation phase of new product development (NPD) in companies. Company success in product innovation depends heavily on early NPD stages and benefits from early cash flows and business opportunities from emerging technologies like AI. Findings from eight mini-cases, involving one individual within innovation-focused organizations, suggest that several personal factors influence individuals’ attitudes. Building on Cao et al. (2021), this study explores how personal wellbeing and development concerns, along with newly identified factors like task cannibalization, task satisfaction, and critical thinking, influence attitudes towards using AI tools in the ideation phase of NPD. By elaborating on these influences and developing a conceptual framework, our study enhances the understanding of the integrated AI acceptance-avoidance model (IAAAM). This research identified new personal concerns regarding AI use in NPD ideation, including privacy-sensitive data retrieval, sustainability due to LLM computing demands, the risk of over-reliance on AI tools, and reputational harm from public perceptions of AI-generated images. The findings suggest that managers should offer training on using AI tools during the ideation phase of the NPD process, ensuring the training balances reliance on AI tools to avoid potential drawbacks.
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Faculteit der Managementwetenschappen