Dr. Stefano Puntoni, Sebastian S. Kresge Professor of Marketing at The Wharton School, University of Pennsylvania, shares key insights from his research, “Ideation with Generative AI: In Consumer Research and Beyond.”

The use of generative AI (genAI) in consumer research is expanding, but its role in creative ideation remains underexplored. Drawing on human creativity research, author suggest that genAI enhances ideation through productivity and semantic breadth, mirroring human persistence and flexibility. We distinguish genAI roles Designer and Writer versus human roles Interviewer and Actor and show that while genAI excels at incremental ideas, its greatest potential lies in prompting human creativity. This work offers theoretical insights and practical guidelines for integrating genAI into consumer research, highlighting the power of human–AI collaboration for breakthrough ideas.

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Ideation with Generative AI: Insights from Wharton’s Dr. Stefano Puntoni

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