Flowing to the River of Innovation: The Impact of Generative Artificial Intelligence on New Product Novelty

Generative artificial intelligence (GAI) is becoming a transformative power in product design process, but its impact on product innovation remains underexplored. This study attempts to investigate the impact of GAI on new product innovativeness, by focusing on how GAI tools assist product designers to enhance new product novelty. We propose a research model to analyze the relationship between GAI usage and product novelty through the theoretical lens of flow experience (i.e., focused immersion, curiosity, and control). We will conduct a questionnaire survey and use structural equation modelling to test our model. Data will be collected via a survey administered to product designers and analyzed using AMOS 27.0. This study seeks to contribute to research by providing insights into the role of GAI in product innovation and by extending flow theory to the context of GAI-enabled product design.