TY - JOUR A1 - Biel, Stefan A1 - Hahn, Alexander A1 - Bilgram, Volker A1 - Rogers, Helen T1 - From Hybrid to AI-First Innovation Management JF - IEEE Engineering Management Review N2 - The rise of generative Artificial Intelligence (AI) in traditionally human domains of creativity signifies a profound development in product innovation management. In this article, we investigate the evolving role of innovation managers, emphasizing a transition from problem-solving to sense-making and decision-making. Additionally, we delve into organizational strategies for effective AI integration, advocating for systematic experimentation, comprehensive training, and the development of AI-first innovation frameworks for new product development (NPD). Ultimately, we propose a paradigm shift to AI-first creative processes, where AI is not merely an extension but the foundational mechanism of the innovation workflow. KW - Innovation Management KW - Artificial Intelligence KW - Generative AI KW - ChatGPT KW - AI-Augmented Innovation Management KW - New Product Development Y1 - 2025 U6 - https://doi.org/10.1109/EMR.2025.3527744 SN - 0360-8581 SP - 1 EP - 11 PB - Institute of Electrical and Electronics Engineers (IEEE) ER -