Product Design Using a Generative Adversarial Network: Incorporating Consumer Preferences and External Data – MSI

Working Paper

Product Design Using a Generative Adversarial Network: Incorporating Consumer Preferences and External Data

Hui Li, Jian Ni and Fangzhu Yang

Jul 10, 2024

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Combines user-generated content (UGC) and first-party data to train a continuous conditional generative adversarial network (CcGAN) model that yields consumer-preferred designs in a cost-effective and scalable way.

Topics

innovation & new product development Marketing Capabilities Social Media & Social Influencers

research recap

How UGC Enhances GenAI for NPD

Generative AI can automate product design to make it more scalable, but smaller companies and start-ups may still lack data needed to train and fully utilize such models. Incorporating consumer preference information from user-generated content (UGC) can enhance AI-assisted design without costly experts or consumer research.

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