Generative AI has changed, and is changing design ideation. Today, it is nearly impossible to avoid AI-powered search engines, such as ChatGPT when generating ideas. Indeed, AI is quickly changing how people search and use the internet more generally. Instead of getting a set of links to follow from conventional search engines, such as Google, AI chatbots provide user queries with short direct answers. And so, the latest GenAI chatbots can produce text, image or sound content without the need for human intervention. Arguably, however, few of AI generated ideas are truly original. That is, GenAI outputs are derived from the data used to train the AI tool which can constrain originality and diversity of ideas. Yet human creativity has bias and constraint too. But whether generated by humans or AI, ideas made public are not protected by copyright unless the idea copied is an expression of a specific work. This suggests that designers, to protect their ideas, focus on executing the idea into a specific work. And so, to realise the idea is what really matters. In other words, "first to market". (However, it should be said that having turned the idea into a product or service and made it available to the market before anyone else doesn't guarantee commercial success).
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