Do we need a European DARPA to cope with technological challenges in Europe?
The headquarters of the Defense Advanced Research Projects Agency (DARPA) in Arlington, Virginia. ajay_suresh/Flickr, CC BY

The US Defense Advanced Research Projects Agency (DARPA) is often held as a model for driving technology advances. For decades, it has contributed to military and economic dominance by bridging the gap between military and civilian applications. European policymakers frequently reference DARPA in discussions, as outlined in the 2024 Draghi Report, but an EU equivalent has yet to materialise. To create such an agency, the governance and management of European innovation programmes would need drastic changes.

DARPA supports disruptive innovation

Founded in 1958, DARPA operates under the US Department of Defense (DoD) with a straightforward mission: to fund high-risk technological programmes that could lead to radical innovation. DARPA provides support throughout the innovation process, focusing on environments where new uses for technology must be invented or adapted. Although part of the DoD, DARPA funds projects that promise technological and economic superiority whether they align with current military priorities or not. DARPA has backed projects like ARPANET, the precursor to the internet, and the GPS. Today, DARPA shows interest in autonomous vehicles for urban areas and new missile technologies.

As part of its core mission, DARPA accepts high financial risks on exploration projects and makes long-term commitments to these projects. Many emblematic successes explain why DARPA is a reference agency. However, the list of failed projects is even longer. Both failures and successes feed the exploration process in emerging industrial sectors. They represent opportunities to learn together and build collective strategies in innovation ecosystems.

Five key principles of DARPA

DARPA’s success stems not just from its stability but from adhering to five organisational principles that allow it to explore deep tech in an open innovation context:

  • Independence: DARPA operates independently from other military services, research & development centres and federal agencies, allowing it to explore options outside dominant research paradigms. While cooperation is possible, its decisions and directions are not influenced by other parts of the federal administration.

  • Agility: The agency’s flat organisational structure minimises bureaucracy. Its independent decision-making processes and streamlined contracting allow it to pivot quickly, test new concepts and collaborate with academic or private sector partners. Agility also enables DARPA to test new exploration or experimentation methods that are often based on user-centric approaches. Potential military or civilian end-users are involved very early in innovation projects to discuss potential uses and applications. This approach has recently led DARPA to absorb the Strategic Capabilities Office (SCO), where officers from the different military services (Army, Air Force, Navy and Marines) and all military ranks test new technological solutions (from different maturity levels), fostering co-creation processes with military innovators and expanding the agency’s impact.

  • Sponsorship: High-ranking executives within the DoD and other federal administrations (NASA, Department of Energy) endorse, but do not commission, DARPA’s projects. This sponsorship model increases a project’s potential impact and allows for swift adaptation if a project fails.

  • Community building: DARPA creates innovation communities with a mix of diverse expertise. By bringing different perspectives together, it fosters collective strategies essential for disruptive innovation.

  • Diverse leadership: Project managers come from a range of backgrounds, including civilian experts, military officers and private-sector professionals. All have demonstrated scientific and technological expertise and a solid capability to bridge dreams and foresight with reality. All have a perfect command of risk and complexity management. Managers serve three- to four-year terms focused on driving technological disruption and building new innovation ecosystems. Their diverse expertise sets DARPA apart from other federal agencies.

The challenge of a European DARPA

The Draghi Report on European competitiveness suggests that a European DARPA could help bridge technological gaps, reduce dependencies and accelerate the green transition. However, implementing this model would require a seismic shift in how European agencies operate. Creating a new agency would be ineffective without ensuring that all principles underlying the success of DARPA are implemented in Europe.

Even if Europe actively promotes deep tech and devotes significant budgets to it, European public policies and ways of working prevailing in national and European agencies are hardly consistent with the DARPA model. European agencies do not have much autonomy in their decisions about the exploration of new ventures or human resource management. They clearly demonstrate an outcome-focused orientation inconsistent with DARPA’s approach to risk.

Two main challenges

European agencies often lack the stable missions, scope and ambition seen at DARPA. The European Space Agency (ESA), the European Defence Agency (EDA) and Eurocontrol highlight the difficulties in developing cohesive, cross-border innovation ecosystems. A European DARPA would require a unified ambition among EU member states, a challenging feat given the institutional and geopolitical divides within Europe. The debates around the European Defence Fund illustrate how complex it is to reach consensus on shared objectives and funding.

Adopting DARPA’s five organisational principles would represent a cultural revolution for European agencies in relation to EU bureaucratic norms and the budgetary controls of individual member states. Implementing these changes would also disrupt the existing power balance between countries. The DARPA model is inconsistent with the European “fair returns” model that refers to proportionality rules between funding, research operations and then industrial repartition during the production phase between member states in each project. The DARPA model would only focus on existing competencies, excellence, risk-taking approaches and entrepreneurial mindsets.

Establishing a European DARPA would require a fundamental rethinking of public policy management in Europe. Its success would depend on whether European stakeholders are willing to adopt DARPA’s core principles, including its independence, agility and willingness to accept failure. Creating an agency is one thing; ensuring it adheres to the structures that make DARPA effective is another. The question remains: Is Europe ready for this transformation?


The European Academy of Management (EURAM) is a learned society founded in 2001. With over 2,000 members from 60 countries in Europe and beyond, EURAM aims at advancing the academic discipline of management in Europe.

The Conversation

David W. Versailles has received funding from the French Ministry of Defence to develop this research.

Valérie Mérindol has received funding from the French Ministry of the Armed Forces to develop this research.

Do we need a European DARPA to cope with technological challenges in Europe?
The headquarters of the Defense Advanced Research Projects Agency (DARPA) in Arlington, Virginia. ajay_suresh/Flickr, CC BY

The US Defense Advanced Research Projects Agency (DARPA) is often held as a model for driving technology advances. For decades, it has contributed to military and economic dominance by bridging the gap between military and civilian applications. European policymakers frequently reference DARPA in discussions, as outlined in the 2024 Draghi Report, but an EU equivalent has yet to materialise. To create such an agency, the governance and management of European innovation programmes would need drastic changes.

DARPA supports disruptive innovation

Founded in 1958, DARPA operates under the US Department of Defense (DoD) with a straightforward mission: to fund high-risk technological programmes that could lead to radical innovation. DARPA provides support throughout the innovation process, focusing on environments where new uses for technology must be invented or adapted. Although part of the DoD, DARPA funds projects that promise technological and economic superiority whether they align with current military priorities or not. DARPA has backed projects like ARPANET, the precursor to the internet, and the GPS. Today, DARPA shows interest in autonomous vehicles for urban areas and new missile technologies.

As part of its core mission, DARPA accepts high financial risks on exploration projects and makes long-term commitments to these projects. Many emblematic successes explain why DARPA is a reference agency. However, the list of failed projects is even longer. Both failures and successes feed the exploration process in emerging industrial sectors. They represent opportunities to learn together and build collective strategies in innovation ecosystems.

Five key principles of DARPA

DARPA’s success stems not just from its stability but from adhering to five organisational principles that allow it to explore deep tech in an open innovation context:

  • Independence: DARPA operates independently from other military services, research & development centres and federal agencies, allowing it to explore options outside dominant research paradigms. While cooperation is possible, its decisions and directions are not influenced by other parts of the federal administration.

  • Agility: The agency’s flat organisational structure minimises bureaucracy. Its independent decision-making processes and streamlined contracting allow it to pivot quickly, test new concepts and collaborate with academic or private sector partners. Agility also enables DARPA to test new exploration or experimentation methods that are often based on user-centric approaches. Potential military or civilian end-users are involved very early in innovation projects to discuss potential uses and applications. This approach has recently led DARPA to absorb the Strategic Capabilities Office (SCO), where officers from the different military services (Army, Air Force, Navy and Marines) and all military ranks test new technological solutions (from different maturity levels), fostering co-creation processes with military innovators and expanding the agency’s impact.

  • Sponsorship: High-ranking executives within the DoD and other federal administrations (NASA, Department of Energy) endorse, but do not commission, DARPA’s projects. This sponsorship model increases a project’s potential impact and allows for swift adaptation if a project fails.

  • Community building: DARPA creates innovation communities with a mix of diverse expertise. By bringing different perspectives together, it fosters collective strategies essential for disruptive innovation.

  • Diverse leadership: Project managers come from a range of backgrounds, including civilian experts, military officers and private-sector professionals. All have demonstrated scientific and technological expertise and a solid capability to bridge dreams and foresight with reality. All have a perfect command of risk and complexity management. Managers serve three- to four-year terms focused on driving technological disruption and building new innovation ecosystems. Their diverse expertise sets DARPA apart from other federal agencies.

The challenge of a European DARPA

The Draghi Report on European competitiveness suggests that a European DARPA could help bridge technological gaps, reduce dependencies and accelerate the green transition. However, implementing this model would require a seismic shift in how European agencies operate. Creating a new agency would be ineffective without ensuring that all principles underlying the success of DARPA are implemented in Europe.

Even if Europe actively promotes deep tech and devotes significant budgets to it, European public policies and ways of working prevailing in national and European agencies are hardly consistent with the DARPA model. European agencies do not have much autonomy in their decisions about the exploration of new ventures or human resource management. They clearly demonstrate an outcome-focused orientation inconsistent with DARPA’s approach to risk.

Two main challenges

European agencies often lack the stable missions, scope and ambition seen at DARPA. The European Space Agency (ESA), the European Defence Agency (EDA) and Eurocontrol highlight the difficulties in developing cohesive, cross-border innovation ecosystems. A European DARPA would require a unified ambition among EU member states, a challenging feat given the institutional and geopolitical divides within Europe. The debates around the European Defence Fund illustrate how complex it is to reach consensus on shared objectives and funding.

Adopting DARPA’s five organisational principles would represent a cultural revolution for European agencies in relation to EU bureaucratic norms and the budgetary controls of individual member states. Implementing these changes would also disrupt the existing power balance between countries. The DARPA model is inconsistent with the European “fair returns” model that refers to proportionality rules between funding, research operations and then industrial repartition during the production phase between member states in each project. The DARPA model would only focus on existing competencies, excellence, risk-taking approaches and entrepreneurial mindsets.

Establishing a European DARPA would require a fundamental rethinking of public policy management in Europe. Its success would depend on whether European stakeholders are willing to adopt DARPA’s core principles, including its independence, agility and willingness to accept failure. Creating an agency is one thing; ensuring it adheres to the structures that make DARPA effective is another. The question remains: Is Europe ready for this transformation?


The European Academy of Management (EURAM) is a learned society founded in 2001. With over 2,000 members from 60 countries in Europe and beyond, EURAM aims at advancing the academic discipline of management in Europe.

The Conversation

David W. Versailles has received funding from the French Ministry of Defence to develop this research.

Valérie Mérindol has received funding from the French Ministry of the Armed Forces to develop this research.

New Prada-designed spacesuit is a small step for astronaut style, but could be a giant leap for sustainable fashion

For its recent Spring/Summer 2025 show, fashion brand Diesel filled a runway with mounds of denim offcuts, making a spectacle of its efforts to reduce waste.

Haunting yet poetic, the “forgotten” byproducts of fashion production were reclaimed and repurposed into something artful. But the irony isn’t lost, given fashion shows like this one demand significant resources.

Diesel’s event is an example of a growing trend towards the “spectacle of sustainability”, wherein performative displays are prioritised over the deeper, structural changes needed to address environmental issues.

Can the fashion industry reconcile its tendency towards spectacle with its environmental responsibilities? The recent spacesuit collaboration between Prada and Axiom Space is one refreshing example of how it can, by leaning into innovation that seeks to advance fashion technology and rewrite fashion norms.

Performance art instead of substantive change

The fashion industry has always relied on some form of spectacle to continue the fashion cycle. Fashion shows mix art, performance and design to create powerful experiences that will grab people’s attention and set the tone for what’s “in”. Promotional material from these shows is shared widely, helping cement new trends.

However, the spectacle of fashion isn’t helpful for communicating the complexity of sustainability. Fashion events tend to focus on surface-level ideas, while ignoring deeper systemic problems such as the popularity of fast fashion, people’s buying habits, and working conditions in garment factories. These problems are connected, so addressing one requires addressing the others.

It’s much easier to host a flashy event that inevitably feeds the problem it purports to fix. International fashion events have a large carbon footprint. This is partly due to how many people they move around the world, as well as their promotion of consumption (whereas sustainability requires buying less).

The pandemic helped deliver some solutions to this problem by forcing fashion shows to go digital. Brands such as Balenciaga, the Congolese brand Hanifa and many more took part in virtual fashion shows with animated avatars – and many pointed to this as a possible solution to the industry’s sustainability issue.

But the industry has now largely returned to live fashion shows. Virtual presentations have been relegated to their own sectors within fashion communication, while live events take centre stage.

Many brands, including Prada, held fashion shows without guests during lockdowns in 2021.

Towards a sustainable fashion future

Technology and innovation clearly have a role to play in helping make fashion more sustainable. The recent Prada-Axiom spacesuit collaboration brings this into focus in a new way.

The AxEMU (Axiom Extravehicular Mobility Unit) suits will be worn by Artemis III crew members during NASA’s planned 2026 mission to the Moon. The suits have been made using long-lasting and high-performance materials that are designed to withstand the extreme conditions of space.

By joining this collaboration, Prada, known for its high fashion, is shifting into a highly symbolic arena of technological advancement. This will likely help position it at the forefront of sustainability and technology discussions – at least in the minds of consumers.

Prada itself has varying levels of compliance when it comes to meeting sustainability goals. The Standard Ethics Ratings has listed it as “sustainable”, while sustainability scoring site Good on You rated it as “not good enough” – citing a need for improved transparency and better hazardous chemical use.

Recently, the brand has been working on making recycled textiles such as nylon fabrics (nylon is a part of the brand DNA) from fishing nets and plastic bottles. It also launched a high-fashion jewellery line made of recycled gold.

Innovating for a changing world

Prada’s partnership with Axiom signifies a milestone in fashion’s ability to impact on high-tech industries. Beyond boosting Prada’s image, such innovations can also lead to more sustainable fashions.

For instance, advanced materials created for spacesuits could eventually be adapted into everyday heat-resistant clothing. This will become increasingly important in the context of climate change, especially in regions already struggling with drought and heatwaves. The IPCC warns that if global temperatures rise by 1.5°C above pre-industrial levels, twice as many mega-cities are likely to become heat-stressed.

New innovations are trying to help consumers stay cool despite rising temperatures. Nike’s Aerogami is a performance apparel technology that supposedly increases breathability. Researchers from MIT have also designed garment vents that open and close when they sense sweat to create airflow.

Similarly, researchers from Zhengzhou University and the University of South Australia have created a fabric that reflects sunlight and releases heat to help reduce body temperatures. These kinds of cooling textiles (which could also be used in architecture) could help reduce the need for air conditioning.

One future challenge lies in driving demand for these innovations by making them seem fashionable and “cool”. Collaborations like the one between Prada and Axiom are helpful on this front. A space suit – an item typically seen as a functional, long-lasting piece of engineering – becomes something more with Prada’s name on it.

The collaboration also points to a broader potential for brands to use large attention-grabbing projects to convey their sustainability credentials. In this way they can combine spectacle with sustainability. The key will be in making sure one doesn’t come at the expense of the other.

The Conversation

Alyssa Choat does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

New Prada-designed spacesuit is a small step for astronaut style, but could be a giant leap for sustainable fashion

For its recent Spring/Summer 2025 show, fashion brand Diesel filled a runway with mounds of denim offcuts, making a spectacle of its efforts to reduce waste.

Haunting yet poetic, the “forgotten” byproducts of fashion production were reclaimed and repurposed into something artful. But the irony isn’t lost, given fashion shows like this one demand significant resources.

Diesel’s event is an example of a growing trend towards the “spectacle of sustainability”, wherein performative displays are prioritised over the deeper, structural changes needed to address environmental issues.

Can the fashion industry reconcile its tendency towards spectacle with its environmental responsibilities? The recent spacesuit collaboration between Prada and Axiom Space is one refreshing example of how it can, by leaning into innovation that seeks to advance fashion technology and rewrite fashion norms.

Performance art instead of substantive change

The fashion industry has always relied on some form of spectacle to continue the fashion cycle. Fashion shows mix art, performance and design to create powerful experiences that will grab people’s attention and set the tone for what’s “in”. Promotional material from these shows is shared widely, helping cement new trends.

However, the spectacle of fashion isn’t helpful for communicating the complexity of sustainability. Fashion events tend to focus on surface-level ideas, while ignoring deeper systemic problems such as the popularity of fast fashion, people’s buying habits, and working conditions in garment factories. These problems are connected, so addressing one requires addressing the others.

It’s much easier to host a flashy event that inevitably feeds the problem it purports to fix. International fashion events have a large carbon footprint. This is partly due to how many people they move around the world, as well as their promotion of consumption (whereas sustainability requires buying less).

The pandemic helped deliver some solutions to this problem by forcing fashion shows to go digital. Brands such as Balenciaga, the Congolese brand Hanifa and many more took part in virtual fashion shows with animated avatars – and many pointed to this as a possible solution to the industry’s sustainability issue.

But the industry has now largely returned to live fashion shows. Virtual presentations have been relegated to their own sectors within fashion communication, while live events take centre stage.

Many brands, including Prada, held fashion shows without guests during lockdowns in 2021.

Towards a sustainable fashion future

Technology and innovation clearly have a role to play in helping make fashion more sustainable. The recent Prada-Axiom spacesuit collaboration brings this into focus in a new way.

The AxEMU (Axiom Extravehicular Mobility Unit) suits will be worn by Artemis III crew members during NASA’s planned 2026 mission to the Moon. The suits have been made using long-lasting and high-performance materials that are designed to withstand the extreme conditions of space.

By joining this collaboration, Prada, known for its high fashion, is shifting into a highly symbolic arena of technological advancement. This will likely help position it at the forefront of sustainability and technology discussions – at least in the minds of consumers.

Prada itself has varying levels of compliance when it comes to meeting sustainability goals. The Standard Ethics Ratings has listed it as “sustainable”, while sustainability scoring site Good on You rated it as “not good enough” – citing a need for improved transparency and better hazardous chemical use.

Recently, the brand has been working on making recycled textiles such as nylon fabrics (nylon is a part of the brand DNA) from fishing nets and plastic bottles. It also launched a high-fashion jewellery line made of recycled gold.

Innovating for a changing world

Prada’s partnership with Axiom signifies a milestone in fashion’s ability to impact on high-tech industries. Beyond boosting Prada’s image, such innovations can also lead to more sustainable fashions.

For instance, advanced materials created for spacesuits could eventually be adapted into everyday heat-resistant clothing. This will become increasingly important in the context of climate change, especially in regions already struggling with drought and heatwaves. The IPCC warns that if global temperatures rise by 1.5°C above pre-industrial levels, twice as many mega-cities are likely to become heat-stressed.

New innovations are trying to help consumers stay cool despite rising temperatures. Nike’s Aerogami is a performance apparel technology that supposedly increases breathability. Researchers from MIT have also designed garment vents that open and close when they sense sweat to create airflow.

Similarly, researchers from Zhengzhou University and the University of South Australia have created a fabric that reflects sunlight and releases heat to help reduce body temperatures. These kinds of cooling textiles (which could also be used in architecture) could help reduce the need for air conditioning.

One future challenge lies in driving demand for these innovations by making them seem fashionable and “cool”. Collaborations like the one between Prada and Axiom are helpful on this front. A space suit – an item typically seen as a functional, long-lasting piece of engineering – becomes something more with Prada’s name on it.

The collaboration also points to a broader potential for brands to use large attention-grabbing projects to convey their sustainability credentials. In this way they can combine spectacle with sustainability. The key will be in making sure one doesn’t come at the expense of the other.

The Conversation

Alyssa Choat does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

Generative AI can boost innovation – but only when humans are in control
The key to maximizing AI's potential lies in understanding the distinct but complementary roles that both humans and AI play. (Shutterstock)

Generative artificial intelligence (AI) tools like ChatGPT or Dall-E are changing how creative work is done, particularly in industries that rely on innovation.

However, AI use in the innovation process requires careful considerations. Our research shows that the key to success is understanding and leveraging the distinct but complementary roles that both humans and AI play.

Innovation is vital for any business that wants to succeed today. In fact, 83 per cent of companies see innovation as a top priority, yet only three per cent are ready to turn this priority into action. This shows how much companies need to improve their approach to innovation.

Innovation is about solving complex problems that result in real improvement. It’s not just about coming up with good ideas — it also involves knowledge work, which is the process of using information to create something valuable.

Generative AI can help businesses get ready to innovate by making knowledge work easier, but its full potential in this area is still not fully understood.

A person asks ChatGPT questions on a phone screen while a laptop open to the ChatGPT landing page is open in the background
AI use in the innovation process requires careful considerations.
(Shutterstock)

Design sprints

Our team, which includes academic researchers with expertise in emerging digital technologies and a practitioner experienced in leading human-centred innovation projects, conducted a detailed study of how generative AI was used in design sprints at three organizations. (The study is available as a pre-print and has been submitted to a journal for peer review).

A design sprint is a fast, structured process for solving important problems that helps teams test if a product, service or strategy will work. Sprints are useful because they reduce the risks and costs of traditional product development

During a design sprint, a small team of five to seven employees from different areas works together intensely for a few days to solve a problem. Their work is co-ordinated by a facilitator, who organizes activities, guides the team, keeps track of progress, makes sure the goals are clear and that time is used efficiently.

The first stage of a design sprint focuses on understanding and defining the problem, while the second stage is about creating and testing a solution. Both stages require teams to use two key types of thinking:

  1. Divergent thinking, which means coming up with many different ideas and possibilities.

  2. Convergent thinking, which means narrowing those ideas down to identify priorities or solutions.

Our study examined how the facilitator used generative AI tools like ChatGPT, DALL-E 3 or Uizard to help the team engage effectively in both divergence and convergence.

AI and humans working together

In divergent thinking activities, we found two main benefits of using generative AI. First, it encouraged teams to explore more possibilities by providing baseline ideas as a starting point. Second, it helped to rephrase and synthesize unclear ideas from team members, ultimately leading to better communication within the teams.

One participant told us:

“Sometimes we had a lot of ideas, and the AI summarized them into a concise text. This allowed us to wrap our head around it. It gave us a base, there were many fragmented ideas that everyone had contributed, and now we had a text we all agreed on. This way, we started from the same base which served as a springboard to move forward.”

The real value of generative AI was thus not in contributing brilliant new ideas itself, but in the valuable synergies that emerged from the process. Team members used their contextual knowledge and stayed in charge of the process while the AI helped to better convey their ideas, expand exploration and address possible blind spots.

A group of business professionals looking down at sticky notes on a table while having a discussion
The real value of generative AI was not in generating groundbreaking ideas itself, but in fostering productive synergies between team members and AI.
(Shutterstock)

Making better informed decisions

We noticed different dynamics in convergence activities where teams had to make decisions after demanding sessions of idea generation. By that point, team members were usually mentally exhausted. Generative AI was especially helpful for doing the heavy lifting during this part.

The AI helped manage the information-intensive tasks necessary for team alignment like reformulating, summarizing, organizing, comparing and ranking options. This reduced the mental strain on team members, allowing them to focus on important tasks like evaluating ideas. In this process, the team was responsible for:

  1. Checking AI’s outputs to make sure the content was accurate and useful. For example, ChatGPT and Uizard helped create draft scenarios and prototype drafts to validate their concept, but the team still had to refine them to meet project goals.
  2. Adding their own insights and contextual nuances to guide final decisions, considering factors like feasibility, ethics and long-term strategic impact.

One participant said:

“Sometimes, the AI would focus onto details that were insignificant to us…Sometimes we needed less general synthesis and more personalized input.”

Overall, this form of human-AI collaboration in convergent activities helped the team make better informed and more confident decisions about which problem to focus on and which solution to pursue. This made them feel in control of the sprint’s final outcomes.

One participant said:

“For pivotal phases like making decisions or voting on something important like a success factor, if we relied solely on AI to determine what is important, there would be rejection. We are better positioned to know. We are the employees who will execute the final solution.”

Challenges and opportunities

Consistent with research on cognitive automation and intelligent automation, we found that generative AI was of great help in handling cognitively demanding tasks like reformulating poorly articulated ideas, summarizing information and recognizing patterns in team members’ contributions.

A key challenge with using Generative AI in innovation is ensuring it complements, rather than replaces, human involvement. While AI can act as a useful companion, there’s a risk it could reduce team engagement or ownership of the project if overused.

The design sprint facilitator told us:

“Feasibility needs to be balanced with desirability. You could technically automate most of the process but that would kill the need for pleasure, interaction, and humans’ doubts won’t be addressed; plus humans need to own the problem — all these are essential elements in a human-centred innovation process.”

Consequently, regularly assessing AI’s impact within this process is crucial in order to maintain a healthy balance. Automation should enhance creativity and decision-making without undermining the human insights that are central to innovation.

As AI continues to develop, its role in innovation will grow. Companies that integrate AI into their workflows will be better equipped to handle the fast-paced demands of modern innovation. But it’s important to understand both the strengths and limits of AI and humans to ensure this collaboration is effective.

This article was co-authored by Cédric Martineau, CEO and innovation management consultant at Carverinno Consulting.

The Conversation

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

Generative AI can boost innovation – but only when humans are in control
The key to maximizing AI's potential lies in understanding the distinct but complementary roles that both humans and AI play. (Shutterstock)

Generative artificial intelligence (AI) tools like ChatGPT or Dall-E are changing how creative work is done, particularly in industries that rely on innovation.

However, AI use in the innovation process requires careful considerations. Our research shows that the key to success is understanding and leveraging the distinct but complementary roles that both humans and AI play.

Innovation is vital for any business that wants to succeed today. In fact, 83 per cent of companies see innovation as a top priority, yet only three per cent are ready to turn this priority into action. This shows how much companies need to improve their approach to innovation.

Innovation is about solving complex problems that result in real improvement. It’s not just about coming up with good ideas — it also involves knowledge work, which is the process of using information to create something valuable.

Generative AI can help businesses get ready to innovate by making knowledge work easier, but its full potential in this area is still not fully understood.

A person asks ChatGPT questions on a phone screen while a laptop open to the ChatGPT landing page is open in the background
AI use in the innovation process requires careful considerations.
(Shutterstock)

Design sprints

Our team, which includes academic researchers with expertise in emerging digital technologies and a practitioner experienced in leading human-centred innovation projects, conducted a detailed study of how generative AI was used in design sprints at three organizations. (The study is available as a pre-print and has been submitted to a journal for peer review).

A design sprint is a fast, structured process for solving important problems that helps teams test if a product, service or strategy will work. Sprints are useful because they reduce the risks and costs of traditional product development

During a design sprint, a small team of five to seven employees from different areas works together intensely for a few days to solve a problem. Their work is co-ordinated by a facilitator, who organizes activities, guides the team, keeps track of progress, makes sure the goals are clear and that time is used efficiently.

The first stage of a design sprint focuses on understanding and defining the problem, while the second stage is about creating and testing a solution. Both stages require teams to use two key types of thinking:

  1. Divergent thinking, which means coming up with many different ideas and possibilities.

  2. Convergent thinking, which means narrowing those ideas down to identify priorities or solutions.

Our study examined how the facilitator used generative AI tools like ChatGPT, DALL-E 3 or Uizard to help the team engage effectively in both divergence and convergence.

AI and humans working together

In divergent thinking activities, we found two main benefits of using generative AI. First, it encouraged teams to explore more possibilities by providing baseline ideas as a starting point. Second, it helped to rephrase and synthesize unclear ideas from team members, ultimately leading to better communication within the teams.

One participant told us:

“Sometimes we had a lot of ideas, and the AI summarized them into a concise text. This allowed us to wrap our head around it. It gave us a base, there were many fragmented ideas that everyone had contributed, and now we had a text we all agreed on. This way, we started from the same base which served as a springboard to move forward.”

The real value of generative AI was thus not in contributing brilliant new ideas itself, but in the valuable synergies that emerged from the process. Team members used their contextual knowledge and stayed in charge of the process while the AI helped to better convey their ideas, expand exploration and address possible blind spots.

A group of business professionals looking down at sticky notes on a table while having a discussion
The real value of generative AI was not in generating groundbreaking ideas itself, but in fostering productive synergies between team members and AI.
(Shutterstock)

Making better informed decisions

We noticed different dynamics in convergence activities where teams had to make decisions after demanding sessions of idea generation. By that point, team members were usually mentally exhausted. Generative AI was especially helpful for doing the heavy lifting during this part.

The AI helped manage the information-intensive tasks necessary for team alignment like reformulating, summarizing, organizing, comparing and ranking options. This reduced the mental strain on team members, allowing them to focus on important tasks like evaluating ideas. In this process, the team was responsible for:

  1. Checking AI’s outputs to make sure the content was accurate and useful. For example, ChatGPT and Uizard helped create draft scenarios and prototype drafts to validate their concept, but the team still had to refine them to meet project goals.
  2. Adding their own insights and contextual nuances to guide final decisions, considering factors like feasibility, ethics and long-term strategic impact.

One participant said:

“Sometimes, the AI would focus onto details that were insignificant to us…Sometimes we needed less general synthesis and more personalized input.”

Overall, this form of human-AI collaboration in convergent activities helped the team make better informed and more confident decisions about which problem to focus on and which solution to pursue. This made them feel in control of the sprint’s final outcomes.

One participant said:

“For pivotal phases like making decisions or voting on something important like a success factor, if we relied solely on AI to determine what is important, there would be rejection. We are better positioned to know. We are the employees who will execute the final solution.”

Challenges and opportunities

Consistent with research on cognitive automation and intelligent automation, we found that generative AI was of great help in handling cognitively demanding tasks like reformulating poorly articulated ideas, summarizing information and recognizing patterns in team members’ contributions.

A key challenge with using Generative AI in innovation is ensuring it complements, rather than replaces, human involvement. While AI can act as a useful companion, there’s a risk it could reduce team engagement or ownership of the project if overused.

The design sprint facilitator told us:

“Feasibility needs to be balanced with desirability. You could technically automate most of the process but that would kill the need for pleasure, interaction, and humans’ doubts won’t be addressed; plus humans need to own the problem — all these are essential elements in a human-centred innovation process.”

Consequently, regularly assessing AI’s impact within this process is crucial in order to maintain a healthy balance. Automation should enhance creativity and decision-making without undermining the human insights that are central to innovation.

As AI continues to develop, its role in innovation will grow. Companies that integrate AI into their workflows will be better equipped to handle the fast-paced demands of modern innovation. But it’s important to understand both the strengths and limits of AI and humans to ensure this collaboration is effective.

This article was co-authored by Cédric Martineau, CEO and innovation management consultant at Carverinno Consulting.

The Conversation

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.