Generative artificial intelligence (AI) tools like ChatGPT or Dall-E are changing how creative work is done, particularly in industries that rely on innovation.

However, AI use in the innovation process requires careful considerations. Our research shows that the key to success is understanding and leveraging the distinct but complementary roles that both humans and AI play.

Innovation is vital for any business that wants to succeed today. In fact, 83 per cent of companies see innovation as a top priority, yet only three per cent are ready to turn this priority into action. This shows how much companies need to improve their approach to innovation.

Innovation is about solving complex problems that result in real improvement. It’s not just about coming up with good ideas — it also involves knowledge work, which is the process of using information to create something valuable.

Generative AI can help businesses get ready to innovate by making knowledge work easier, but its full potential in this area is still not fully understood.

Our team, which includes academic researchers with expertise in emerging digital technologies and a practitioner experienced in leading human-centred innovation projects, conducted a detailed study of how generative AI was used in design sprints at three organizations. (The study is available as a pre-print and has been submitted to a journal for peer review).

A design sprint is a fast, structured process for solving important problems that helps teams test if a product, service or strategy will work. Sprints are........

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