Wo Künstliche Intelligenz im Innovationsprozess sinnvoll einsetzbar ist: Eine systematische Literaturanalyse

Abstract

Artificial intelligence (AI) has become an integral part of business and is being used more and more frequently due to its versatile capabilities. The use of AI can be a decisive competitive advantage, especially for customer-centric and innovation-orientated business models. Traditionally, the innovation process has primarily been driven by marketing experts, engineers, and designers. At the same time, however, there is growing interest in the integration of generative AI in the innovation process. More and more companies are integrating conversational language models (LLMs) such as ChatGPT as problem-solving agents in their innovation process to effectively meet the growing demands of customers. With the growing interest of companies, research interest in the interface between AI and innovation is also growing. However, the field of research to date is still fragmented and study results are ori-entated as individual case studies in individual fields. To date, there has been a lack of a bundled approach that integrates and systematizes current studies. This article analyses how AI can be integrated into the phases of the innovation process. A systematic literature review sheds light on its potential and challenges within the innovation process. The results indicate that AI can be used in all phases of the innovation process, taking on the role of a supporter, an extension or an independent actor. Accordingly, AI can contribute to the reorganization of innovation processes in companies in different ways. Both opportunities and challenges for companies become apparent.

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