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Overview Artificial intelligence (AI) is transforming all aspects of business, including new product development (NPD). Early adopters of AI for NPD are reaping substantial rewards, witnessing remarkable reductions in development timelines, and experiencing a more rapid pace of innovation. But what about the more typical firm? This article presents the preliminary results of a study of US and Central European companies, shedding light on the current state of AI implementation across 13 key AI applications in NPD. We found that companies studied have not yet fully embraced AI across any of these applications; 75 percent have failed to adopt AI for a single application; and "intention to adopt" for all 13 applications is quite weak. European firms are only marginally ahead of US firms. We conclude with important messages for management and offer six recommendations firms can use in their efforts to integrate AI into NPD. A note of caution: Companies will need to act quickly in their AI adoption efforts; otherwise, they risk losing out.
Cooper et al. (2024) studied this question.