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

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. To read the transcript of this episode, click here: This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Dr. Stefano Puntoni has generously shared profound insights from his research “Ideation with Generative AI: In Consumer Research and Beyond,” during his appearance on the Business Talk podcast channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited.