How AI and human insights can help designers think out of the box
Plenty of attention has gone to how artificial intelligence can help designers make more work, faster. But to make the most of these tools, designers should explore how AI can help them better utilize human insights — not replace them.
Innovation is often inspired by unmet needs. That, by definition, requires listening to the perspectives of real people. But doing so at scale is easier said than done.
Generative and analytical AI can bring both creativity and efficiency to this process. Ipsos trained its innovation AI models using actual consumer data from a diverse range of audiences, ensuring that relevant and representative human inputs are woven into each AI output. AI platforms can process this information differently than a human analyst, meaning that they can identify additional opportunities for innovation.
AI’s capacity to save time and money is important. But researchers should look at these tools not as a shortcut or workaround, but as an opportunity to harness consumer data and develop ideas beyond what already exists.
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