The human factor in ideation

It is now commonplace to start the ideation process by prompting generative AI tools, such as ChatGPT, rather than search engines, such as Google. This is because ideators tend to use longer, more complex search terms instead of concise generic keywords. And so, whereas Google is typically used for direct questions or transactions, ChatGPT is used for brainstormin ideas including summarising information, drafting materials and making comparisons. Google, however, has responded to the bots challenge by offering AI functionality to its traditional search engine. Yet depending on the prompt, an AI search engine might work better for ideators, but not always. That is, in many ways, AI search engines work with the same fundamental information as traditional search engines. This highlights the human factor and the need to recognise the non-technological side of innovation. That is, the human factor in innovation might be overlooked or undervalued, an issue the workshop tries to address.