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.
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