Integration of Artificial Intelligence (AI) in Ideation

Ing. Lidia Clodia Gomes

Diplomová práce

Anotace:

The rapid advancement of Artificial Intelligence (AI) is reshaping strategic business ideation, challenging traditional human-driven methodologies. While AI offers unprecedented efficiency in data processing and pattern recognition, significant concerns remain regarding its ability to replicate the empathy and contextual understanding inherent to human-driven innovation. This thesis investigates the functional integration of these paradigms to determine if a synergistic approach can enhance innovation outcomes without eroding human values and proposes a new framework. Adopting a qualitative methodology, the research combines a Systematic Literature Review (SLR) of academic and industry sources with semi-structured interviews of seven high-level strategy and IT experts to validate the framework. The findings show that the best approach is to let AI handle divergent tasks like generating high number of options, while humans control the convergent tasks like deciding which ideas are ethical, meaningful, and right for business. This research offers a practical guide for leaders who want to use AI to speed up innovation without losing the human judgment that makes a strategy viable.

Abstract:

The rapid advancement of Artificial Intelligence (AI) is reshaping strategic business ideation, challenging traditional human-driven methodologies. While AI offers unprecedented efficiency in data processing and pattern recognition, significant concerns remain regarding its ability to replicate the empathy and contextual understanding inherent to human-driven innovation. This thesis investigates the functional integration of these paradigms to determine if a synergistic approach can enhance innovation outcomes without eroding human values and proposes a new framework. Adopting a qualitative methodology, the research combines a Systematic Literature Review (SLR) of academic and industry sources with semi-structured interviews of seven high-level strategy and IT experts to validate the framework. The findings show that the best approach is to let AI handle divergent tasks like generating high number of options, while humans control the convergent tasks like deciding which ideas are ethical, meaningful, and right for business. This research offers a practical guide for leaders who want to use AI to speed up innovation without losing the human judgment that makes a strategy viable.

Keywords

Artificial Intelligence, AI, Human-Centered Design, HCD, Ideation, Augmented Double Diamond, Innovation Strategy, Strategic Management

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 1. 2026
• Vedoucí: doc. Ing. Michal Jirásek, Ph.D.
• Oponent: Dr. Alena Pivavarava

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management