An Exploratory Experiment Using ChatGPT in the Idea Generation Process for Product-Service System

Abstract

Background Artificial Intelligence(AI) technology is expanding its utilization across various industries, and in the design field, research and development based on AI tools are actively underway. Among them, generative AI tools, such as ChatGPT-4 and Bard, possess potential applicability in the ideation phase of the design process. They are anticipated to overcome the limitations of conventional methods, facilitating the rapid generation of high-quality ideas. Hence, this study aims to systematically verify and explore the effects of generative AI on ideation. Methods Two teams, each composed of four designers, were formed to conduct a comparative experiment between the conventional ideation method and the ideation method utilizing generative AI. They were tasked to generate high-quality ideas over a 4-hour span on the topic of “Healthcare Wearable Devices for Generation Z”. The process was observed without intervention. Following the experiment, the feasibility of AI utilization was confirmed through participant FGI(focus group interview) and IDI(indepth interview). Expert evaluations were conducted to assess the creativity of the ideas generated, and insights were obtained through discussions. Results The method utilizing generative AI produced 6 more ideas than the traditional method, showing an increase of approximately 1.67 times when compared to the conventional method. The quality assessment also showed that the outcomes of the generative AI method were on par with those from the conventional ideation method. Generative AI effectively broadened the confined thinking of designers and clearly displayed efficiency in terms of time-saving. However, there were shortcomings in contextual consistency and structural completeness, making expert validation and convergence essential. Conclusions In order to achieve optimal outcomes using generative AI, it is imperative to provide clear preliminary information and to employ specific, structured questions and prompts, as well as effective communication skills when interacting with AI. Discernment and insight on the part of the designer, and high-level decision-making are essential. By rigorously evaluating and refining the ideas proposed by AI based on established criteria, we can pave the way for superior solutions and designs. It is anticipated that future collaborations between humans and AI will yield increasingly rich and sophisticated results in the field of design.