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Unlocking the Power of Generative AI: Co-Creating Innovation with Unprecedented Speed


Unlocking the Power of Generative AI: Co-Creating Innovation with Unprecedented Speed

Unlocking the Power of Generative AI: Co-Creating Innovation with Unprecedented Speed

BRIGITTA GYOERFI, Innovation Strategist, Digital Transformation, Digital Product Design, Business Ventures, Fintech

SFTL Authors

Innovation became the lifeblood of the financial service industry, constantly evolving to meet the dynamic needs of customers and the market. As an innovation consultant working with top tier financial services and fintech startups, I´m experimenting with the potential of Generative AI in driving the innovation process and redefining product and service design. This cutting-edge technology holds the promise to enable humans and machines to collaborate, generate novel ideas at a speed never experienced before. Embracing Generative AI opens new avenues to address accessibility problems for minorities, particularly women, and empowers organizations to remain at the forefront of progress. 

The Power of Generative AI in Co-Creation 

Generative AI, a subset of Artificial Intelligence, brings unprecedented value to the innovation process by augmenting human creativity and problem-solving capabilities. It operates as a co-pilot, assisting human teams throughout the entire innovation journey, from ideation to prototyping and beyond. 

User Research and Sentiment Analysis

Generative AI can analyze vast amounts of data, including customer feedback and behavior, to identify hidden patterns and generate user personas with greater precision. By mining data from conversations between customers and chatbot agents or utilizing sentiment analysis of users´ discussions on social media channels and forums, they can create unique actionable insights to fine-tune design for maximum impact. This enhanced understanding of customer needs at significantly lower cost and faster speed can enable financial services to develop more targeted and inclusive solutions for underserved communities. 

Ideation and Brainstorming

By leveraging Generative AI algorithms, teams can accelerate ideation sessions and move out of “paralysis mode”. The AI can rapidly generate diverse ideas based on prompts, sparking new directions and encouraging team creativity to move away from obvious and ordinary ideas. 

Rapid Prototyping 

Generative AI enables the rapid creation of prototypes based on user feedback, allowing teams to iterate and refine ideas in real-time. This iterative approach drastically reduces time-to-market and enhances product development. 

User Testing 

AI-powered user testing tools can predict user behavior and provide complex simulations of user activities while accounting for a range of possible input scenarios, bringing neuroscience to the masses. This makes pinpointing potential usability problems easier and faster than ever before, saving significant costs for companies. Additionally, Generative AI can assist in generating UX content that aligns with user preferences, optimizing engagement and the user experience. 

Marketing and Growth Hacking 

Generative AI can offer fresh design perspectives and support brand development by creating unique visual design elements that resonate with diverse audiences. It can also analyze user data and interactions to identify growth opportunities, allowing organizations to tailor marketing strategies and improve customer acquisition. 

Inclusivity: Empowering Women in Innovation 

Generative AI holds the potential to address longstanding accessibility challenges, particularly for women in the financial services industry. By analyzing vast datasets, AI can reveal insights into the specific needs and preferences of female customers. This newfound understanding empowers organizations to co-create products and services that cater to the unique demands of this demographic, promoting inclusivity and diversity in their offerings.

Embracing Uncertainty: The Journey to Integration 

While the benefits of Generative AI in innovation are undeniable, it is essential to acknowledge that AI co-pilots are still in testing and not perfect. Each innovation team needs to experiment and find the best way to incorporate Generative AI into their processes. Organizations should embrace a culture of continuous experimentation and learning to unlock the full potential of Generative AI as a catalyst for innovation. 


Generative AI marks a paradigm shift in the innovation process, opening up new possibilities for co-creation between humans and machines. By harnessing its power, organizations in the financial services sector can redefine product and service design, break barriers of accessibility for minorities like women, and accelerate their journey toward the forefront of innovation. With the right mindset, collaboration, and willingness to embrace uncertainty, Generative AI can propel organizations into a future where the boundaries of innovation are limited only by our imagination.

Presseportal: https://www.presseportal.ch/de/nr/100096065https://swissfintechladies.ch/blog/

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