Best Practice Report

Treat Generative AI As Your Innovation Process Flywheel, But Not More

Don’t Try Replacing Human Creativity With GenAI

March 20th, 2024
With contributors:
Pascal Matzke , Srividya Sridharan , Merve Kandemir , Demi Starks


We mapped Forrester’s innovation capabilities model with generative AI (genAI) value promises and feature sets, and validated this with innovation leaders and software vendors. The result is a broad set of levers to accelerate your innovation journey. But be cautious about genAI risks: Don’t inadvertently expose confidential company information or get tempted to remove humans from the innovation process.

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