Artificial Intelligence in Digital Product Creation: How Machines Are Reshaping Innovation

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It is easy to see that digital products are part of every moment of our daily lives. Just look at how often we turn to our computers, check our phones, or get information from our wearables throughout the day . Various examples of brands and services, which go far beyond the already classic Netflix, Uber and Airbnb, clearly demonstrate how digital solutions are integrated into everyday life. From the moment we wake up, with apps that help us prepare our morning routine, to the moment we fall asleep, with sleep monitoring products.

Behind these experiences, Artificial Intelligence (AI) plays a fundamental role, especially in the way we interact with companies and services. AI chatbots are a good example, such as the well-known case of the beauty brand Sephora, whose chatbot provides advice and product suggestions in real time, thanks to advanced AI capabilities, which significantly improves the user experience. Other products have AI at their core, such as Open AI's ChatGPT, Google's Gemini, Microsoft's Copilot, and Anthropic's Claude, to name just a few of the many generative AI platforms available.

However, the impact of AI is not limited to just the final customer interaction phase. The entire process of creating digital products is being influenced by new technologies, from understanding user needs to implementing solutions and evaluating results.

To illustrate these changes, we can turn to the Design telegram data Thinking process , which follows five main steps: Empathy, Definition, Ideation, Prototyping and Testing. Each of these phases, traditionally conducted by human teams in an iterative manner, now has the support of AI tools, which optimize the understanding of the problem and accelerate the creation and validation of the proposed ideas. We will increasingly see situations like:

Empathize with Synthetic Personas : Instead of relying solely on traditional data-driven user profiles, teams can use tools that create “Synthetic Personas.” The Portuguese startup Synthetic Users is an interesting example, as it generates artificial profiles from a large amount of data, allowing for broader and more accurate insights to be collected.
Reframing HMW (How Might We) Challenges with AI : Design Thinking encourages the creation of “How Might We…?” to transform encountered problems into inspiring questions to be answered with ideas. AI helps identify and reframe these challenges creatively, suggesting approaches that might otherwise go unnoticed by a human-only team.
Rapid and Large-Scale Ideation : AI solutions allow multiple ideas to be generated in just a few seconds, which increases the diversity of available proposals and speeds up the selection of the most promising ones.
High-fidelity prototyping : Some AI-powered platforms create prototypes of user interfaces in minutes, even without the intervention of designers. This process significantly reduces development time and enables immediate testing.
Automated Testing and Monitoring : In the testing phase, AI monitors how users (real or synthetic) interact with the product, collects data and provides continuous feedback. This allows for near-real-time adjustments, ensuring rapid and efficient improvements to the proposals under analysis.

The integration of Artificial Intelligence into every stage of digital product development is no longer just a trend, but a reality that is revolutionizing the way we design and perfect technological solutions. By boosting the speed of ideation, enabling broader problem analysis and speeding up prototype testing, AI is making human innovation capabilities even more incredible. This is a unique moment to embrace the creative potential of machines and, together , create and develop better digital products that meet the needs of people and the planet.