The aim of this chapter is to explore to what extent artificial intelligence (AI) could be introduced in the 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 the 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 feedback from the market. Specifically, AI can be used to create new recipes/flavours for alcoholic 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.

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

SERRAVALLE FRANCESCA;
2021

Abstract

The aim of this chapter is to explore to what extent artificial intelligence (AI) could be introduced in the 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 the 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 feedback from the market. Specifically, AI can be used to create new recipes/flavours for alcoholic 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.
Creativity and Marketing: The Fuel for Success
Emerald Publishing Limited
101
115
978-1-80071-331-4
New product development; Creativity; Artificial intelligence; Innovation; Alcohol beverage sector.
SERRAVALLE FRANCESCA; ELEONORA PANTANO
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/1821651
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