Skip to content

15 Second Workday

What is ChatGPT?

If you haven’t heard about it yet, ChatGPT is an AI-powered program created by OpenAI. It uses advanced machine learning techniques to generate human-like responses to text inputs, allowing people to have conversations with it. Essentially, it’s a computer program that can understand and generate text in a way that resembles human language. Open AI has also developed a companion model called DALL·E that generates images from textual descriptions.  Both programs are in beta testing mode and are free to use for those who create an account at  OpenAI’s programs are examples of number of AI programs popping up around the internet currently.

ChatGPT for Innovation

In principle, innovation professionals can leverage ChatGPT in several ways, including:

  • Marketing – Creating engaging and informative content for customers, such as blog posts, social media updates, ad copy and newsletters.  The system will even write this content in the lingo of your key demographic if requested.
  • Research and development: Testing hypotheses, performing data analysis, writing and editing reports, and assisting innovation professionals in driving research and development efforts more efficiently and effectively.
  • Prototyping and user testing: Creating new product and service ideas and integrating into user testing environments to gather feedback from real users.
  • Concept validation: Validating new concepts and ideas by generating text-based prototypes and simulations, allowing innovation professionals to quickly assess viability and identify areas for improvement.
  • Customer or consumer insights: Analyzing large amounts of customer data and generating insights, helping innovation professionals understand customer needs, behaviors, and preferences better.

These are just a few of the ways innovation professionals can use ChatGPT for driving innovation in a variety of industries.

Example:  New Cat Food Concepts

In prep for writing this blog post, I gave ChatGPT a general prompt based my recent adoption of a kitten:  Generate 10 cat food concepts.  In five seconds, it generated:

  • Grain-Free Gourmet: A premium cat food line featuring high-quality, grain-free ingredients, such as wild-caught fish, cage-free poultry, and grass-fed beef.
  • Hairball Control: A specialized cat food line designed to help reduce hairballs in cats, with added fiber and enzymes to aid digestion.
  • Senior Health: A cat food line tailored to meet the unique nutritional needs of older cats, with added vitamins and minerals to support joint health and cognitive function.
  • Limited Ingredient: A cat food line made with a limited number of high-quality ingredients, ideal for cats with food sensitivities or allergies.
  • Weight Management: A cat food line designed to help cats maintain a healthy weight, with a balanced blend of protein, fiber, and fat to support lean muscle mass and reduce fat storage.
  • Novel Protein: A cat food line featuring novel protein sources, such as venison, rabbit, or kangaroo, to provide cats with a unique flavor experience while minimizing the risk of food sensitivities.
  • Farm-to-Table: A cat food line made with locally sourced, farm-fresh ingredients, such as organic chicken, pasture-raised lamb, and seasonal fruits and vegetables.
  • Digestive Health: A cat food line formulated with probiotics and prebiotics to promote healthy digestion and reduce gastrointestinal issues in cats.
  • Indoor Cat: A cat food line designed for cats who primarily live indoors, with added fiber to help prevent hairballs and reduce litter box odors.
  • Kitten Development: A cat food line formulated to meet the unique nutritional needs of growing kittens, with added protein, calcium, and DHA to support healthy bone and brain development.

Not bad, but kind of ho-hum.  Some of these concepts can be found in abundance in the market.

I then asked, “generate some unique cat food concepts – ones you wouldn’t expect” and here are some of the options it returned:

  • Insect-Infused: A cat food line that incorporates insect protein, such as crickets or mealworms, as a sustainable and nutrient-dense alternative to traditional protein sources.
  • Superfood Fusion: A cat food line that blends high-quality protein sources, such as salmon or chicken, with superfoods like kale, chia seeds, and blueberries, to provide cats with a nutrient-packed meal.
  • Raw Food: A cat food line featuring raw, minimally processed ingredients, such as raw chicken or beef, to provide cats with a more natural and biologically appropriate diet.
  • Fusion Cuisine: A cat food line that blends traditional recipes from around the world, such as Japanese-style tuna with wasabi, or Indian-style chicken curry, to give cats a unique and flavorful dining experience.
  • Smoothie for Cats: A cat food line that incorporates fresh fruits and vegetables into a smoothie-style meal, providing cats with a nutritious and hydrating option.
  • Fish & Cheese Combo: A cat food line that combines the classic flavors of fish and cheese, with options like salmon and cream cheese or tuna and cheddar.
  • Spice it Up: A cat food line that adds spice blends, such as turmeric or ginger, to cat food to provide health benefits and add flavor.
  • Forest Feast: A cat food line featuring wild game, such as venison or wild boar, to provide a unique and flavorful meal for cats.
  • Dessert for Cats: A cat food line that offers sweet treats, such as apple pie or pumpkin spice, for cats who have a sweet tooth.
  • Artisanal Cuisine: A cat food line that features handcrafted recipes made in small batches using locally sourced and organic ingredients, similar to the artisanal food trend in human food.

Better.  Some of these – Raw Food – may not be viable options for mass market but there are some interesting concepts in the list which would be new to the market. For any one of them, one could prompt the program to create a full concept for testing with consumers, ad copy or a script for a TikTok video targeted for cat owners.

Closing Thoughts

It wasn’t long ago that new product innovation would involve a full day of workshops to come up with product concepts for testing. Currently, ChatGPT’s output is basic and needs to be reviewed carefully by an experienced, domain-specific user.  (And of course, always check with your company’s data use and security policies to ensure compliance.) Nevertheless, as is the nature of AI, the program will become better quickly. Applied carefully and in the right way, AI has the potential of significantly reducing the time it takes for many routine innovation tasks.


  • Gail Martino

    Gail Martino, Ph.D is a thought leader and global innovation leader in the fast-moving consumer goods industry, having worked with billion-dollar brands at Unilever and previously at Gillette. With a background spanning both corporate and academic roles, Gail has a proven track record in developing and executing highly effective innovation ecosystems, driving value through strategic partnerships and internal product development. Notably, she has been a valued member of the advisory board for the Front End of Innovation conference since 2015.


Related Content

machine learning

How Bots Can Support Innovation

New technology has the capacity to make a mighty impact on society, in both large and small ways, before that very same technology becomes more common…

design thinking

Innovation Principles, 2/7

Successful innovation endeavors are built on creative tension between key enabling entrepreneurial trade-offs associated with four must-have constitue…

generative AI

The Impact of AI on Innovation

Artificial Intelligence (AI) is having a profound impact and influence on a broad range of industries. From healthcare to publishing to industrial fie…

innovation performance

Measuring Innovation Performance

Innovation can be a key component to drive a company’s success and performance, in both short-term and long-term initiatives. Yet many executives gr…

data science

Solving the Data Bottleneck

The flow of data into an organization has increased as technology such as AI has been developed and rolled out. Big data is here. Some companies may f…


Living in A Digital Transformation World

Digital transformation (DX) has been a hot topic in the innovation space for some time, but the term can be easily misunderstood as well. As we accele…

innovation frameworks

Innovation Principles, 1/7

Imagine a case where a company’s growth depends on an innovation involving complex cross-disciplinary technologies such as electro-mechanical hardwa…

design thinking

Design Thinking Faces the Pace of Change

Seth Adler of All Things Innovation recently caught up with Prapti Jha, T.H. Chan School of Public Health, Harvard University, at this year’s FEI co…

digital transformation

Supporting Data with Design Thinking

At FEI, All Things Innovation conducted a special roundtable, bringing cross industry, cross disciplinarians together to talk about transformation and…


Achieving Transformational Innovation

At FEI, All Things Innovation conducted a special roundtable, bringing cross industry, cross disciplinarians together to talk about transformation and…


The Finance Factor in Innovation

The finance function in an organization often gets tabbed as a bottom line-oriented, conservative department that more often than not stifles innovati…

hype cycle

The Progress of Innovation

Technology is shaping our society, taking us in new directions and playing a key role in our lives every day. These forces can disrupt, or delight, co…

innovation frameworks

Sizing Up Your Innovation’s Impact

If your company has successfully developed an innovative product or service, you might be at the stage of the process known as scalability. Perhaps yo…


Leading with Product Innovation

At its core, in the consumer packaged goods world, an innovative product can make an impact in the marketplace and stand out with a focus on newness….

innovation culture

Growing a Culture for Business Innovation

Whether it entails a large jump or a small step, the innovation pipeline for a business keeps it moving forward through a competitive landscape. Busin…

good friction

Embrace Good Friction to Stimulate Growth

The concept of positive brand friction postulates that it can be used to stimulate and maximize growth, improve the customer experience and enhance ma…

data analytics

Diving Into Humanity-Centric Innovation

With the continued emergence and evolving development of artificial intelligence, there rises a question of how humans and AI can work together more e…


Innovating Through the Metaverse

The Metaverse is a shifting, undefined topic, which is currently the center of much speculation and hype. However, at its center, the concept of the M…

business innovation

Innovation Survey

The All Things Innovation Survey Committee along with FEI have created a Spend & Trends survey to provide you the opportunity to benchmark with your p…

2023 Outlook

Known uncertainty. We enter 2023 with some of the most known uncertainty of our lives. Going into 2019- certainty. Going into 2020- certainty-albeit m…


Innovation Reality

When working remotely, the main challenge is bringing people into an office when they live across the country or around the world. The AES Corporation…

innovation ecosystems

Innovation Ecosystems

Innovation is a journey, it’s a continuum of experiences, an act of exploration. The orchestration of ecosystems is more and more important in consi…


Interaction Innovation

We are at a time in history of incredible change and technological innovations, such as the rise of machine intelligence, and companies who keep doing…


Humanity-Centric Innovation

Humanity-centric innovation is the idea of solving the biggest problems facing humanity in an economically viable way. Pete Dulcamara, Chief Scientist…


Measurable Innovation

Each company has their own KPIs that are important to their specific business in place to progress and be successful. Are people at the forefront of i…


Strategic Innovation

Any new concept or technological advancement will continue to change and advance. Landlines were commonplace before smartphones. Remember those? What…

Innovation Spend & Trends Report

The Innovation Spend & Trends Report has just been released onsite at FEI: Front End of Innovation. Be among the first to gain from this benchmarking…

innovation culture

Innovation As Constant Change

The key strategy to a successful business is to know when they are being innovative or are just transforming their status quo according to market tren…

innovation strategy

Innovation versus Transformation

Many people think digital transformation and innovation are one in the same, but according to Hatrick, while they are closely related, there is a diff…