From Critique to Creation: Utilizing Generative AI for Transformative Product Design
(A2024-119539)

AUTHORS

Claus Hegmann-Napp, University of Hamburg; Tijmen Jansen, University of Hamburg

ABSTRACT

Customer reviews are not only a source of information for customers but also an impor- tant source of knowledge for businesses. However, the dissimilarity of these reviews poses a challenge to handle and use the information profitably. In this paper, we propose a novel approach to decoding the intricate language of customer reviews by utilizing Generative AI in form of Large Language Models (LLMs). We use a pre-existing dataset, classify relevant reviews containing beneficial information and use these to train a LLM. The model synthe- sizes the linguistic patterns in designated customer reviews, extracts valuable insights and generates innovative ideas. The results indicate that LLM training on a set of review data is feasible and the employment of Generative AI tools leads to promising ideas.