The Human-GenAI Value Loop in Human-Centered Innovation: Beyond the Magical Narrative

Organisations across various industries are still exploring the potential of Generative Artificial Intelligence (GenAI) to automate a variety of knowledge work processes, including managing innovation. While innovation is often viewed as a product of individual creativity, it more commonly unfolds through a collaborative process where creativity intertwines with knowledge. However, the extent and effectiveness of GenAI in supporting this process remain open questions. Our study investigates this issue using a collaborative practice research approach focused on three GenAI-enabled innovation projects conducted within different organisations. We explored how, why, and when GenAI could effectively be integrated into design sprints—a highly structured, collaborative process enabling human-centred innovation. Our research identified challenges and opportunities in synchronising AI capabilities with human intelligence and creativity. To translate these insights into practical strategies, we propose four recommendations for organisations eager to leverage GenAI to both streamline and bring more value to their innovation processes: (1) establish a collaborative intelligence value loop with GenAI; (2) build trust in GenAI; (3) develop robust data collection and curation workflows; and (4) embrace a craftsman's discipline.