Chapter 3: Generative AI in the Service of Product Management: How Generative Technologies Innovate the Product Processes

This study explores the advancements and applications of Generative Artificial Intelligence (GenAI) in product management, emphasizing its transformative role in driving innovation and efficiency. GenAI demonstrates significant utility in diverse applications, including idea generation, sentiment analysis, design, manufacturing, quality control, and marketing optimization. These capabilities accelerate product development cycles and enhance innovation across industries. The research reveals a marked increase in publications on GenAI in product management, reflecting growing interest and recognition of its potential. However, the focus predominantly on textual generation over image and video generation highlights an opportunity for future exploration. The nascent role of GenAI-based assistants in product management further indicates an emerging niche for innovation. Practical implications include leveraging GenAI for automated design processes, reducing time to market (TTM), and enabling customization in user experiences. GenAI’s capabilities in synthetic data generation and anomaly detection can also minimize defects and enhance quality control while marketing teams can use it to create personalized content that drives engagement. This study underscores the interdisciplinary potential of GenAI and its ability to bridge gaps between Artificial Intelligence modalities, presenting new avenues for research and practice in product management and beyond.