Purpose This study proposes a hybrid human–artificial intelligence (AI) innovation model that combines the SCAMPER creativity technique with generative AI (Gen-AI) to promote product and process innovation capacity in organizations. Design/methodology/approach A case study was conducted with a 106-year-old Colombian family-run coffee company. A creativity workshop using SCAMPER engaged 140 young coffee consumers and integrated ChatGPT to complement the ideation and product innovation process while addressing potential brand identity loss resulting from generational changes in consumers. A bibliographic review and information systematization through artifacts were also conducted. Findings Integrating Gen-AI and consumer co-creation enhances innovation by generating creative ideas. Human intelligence strengthens emotional brand connections, while AI optimizes tangible aspects of the value chain. Their complementarity drives innovation in food marketing. Moreover, co-creation environments characterized by safety, flexibility, comfort, familiarity, and moderator support boost motivation, reduce stress, and foster creativity. Research limitations/implications This study is limited to one segment of the coffee supply chain and a single AI tool, suggesting opportunities for future research across multiple chatbots. Practical implications The proposed human–AI model offers a practical framework for improving innovation management, as well as organizational processes and products, across sectors. Originality/value This study proposes a hybrid human–AI strategic model that integrates SCAMPER and ChatGPT to enhance innovation in the agri-food sector and extends the componential theory of creativity.
Juan Ernesto Perez-Perez (2026) studied this question.