Why Your Next Breakthrough Idea Might Come From AI (But Only If You Know How To Ask)

Stanford research showed ChatGPT-4 ideas scored 9 points higher than human ideas on average (49.3 vs 40.4%) on Purchase Intent.

Even more striking: 35 of the 40 top-rated ideas came from AI.Our own studies at Dig Insights confirmed this pattern across three categories—milkshake flavors, dipping sauces, and credit card rewards for Gen Z. AI’s “White Chocolate Raspberry Truffle” scored 67 vs the human winner at 68—essentially tied. For credit card rewards, AI generated 2 of the top 3 concepts.

The good new: humans still had best overall in all three categories though!

But here’s the real insight: AI makes people 25% faster and 40% better quality, yet less than 10% of professionals are seeing meaningful gains.

The Difference? Frameworks.

The winning teams combine AI with proven innovation methods (examples below):

  1. Jobs to Be Done: “What are 10 low-effort ways parents could get dinner ready in under 20 minutes?”
  2. Systematic Inventive Thinking: “Remove the smartphone charging cable. What innovation does that create?”
  3. Blue Ocean Strategy: “What elements could we eliminate from luxury hotels?”

The Process That Works:

  • Generate 100 ideas, not 10
  • Use structured frameworks vs random brainstorming
  • Treat AI as teammate, not tool
  • Focus on volume and variation - EBCO (now a Dig company) uses a structured approach which yields 60%+ commercialization
  • Ready ideas through fractal thinking, immersive workshops, and real-time feedback.

Key Findings:

  • AI excels at utilitarian products, humans win for emotional ones
  • Mentioning “AI” actually reduces purchase intent
  • Avoid the Einstellung effect—don’t stop at the first good idea

Try This 2-3 Week Sprint That's Changing Innovation.

Example: 2-3 Week Innovation Sprint:

  • Day 1: Individual AI prompting using structured frameworks, group remixing, shortlist 20-30 ideas
  • Days 2-3: Screen for uniqueness and appeal using tools like Upsiide
  • Days 4-5: Build concept cards for top 3 ideas with visuals, messaging, and positioning
  • Week 2: Test MVPs using virtual market simulations
  • Week 3: Pivot meetings—advance, refine, combine, or kill. The revolution isn’t AI replacing humans.

It’s strategic collaboration using proven frameworks to unlock both speed and quality. The question isn’t whether AI can generate good ideas—the research proves it can. The question is whether you can curate, shape, and validate them faster than your competition.