Transforming Problem-Solving: The Impact of AI at King’s Business School

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A recent study conducted by researchers from King’s Business School and Wazoku has uncovered the transformative impact of AI on global problem-solving.
The findings highlight that nearly half (46%) of Wazoku’s network of 700,000 problem solvers have engaged with generative AI (GenAI) to generate innovative ideas in the past year. This unique collective, referred to as the Wazoku Crowd, consists of a varied group of professionals, including scientists, pharmacists, engineers, PhD students, CEOs, start-ups, and business executives.
Notably, almost a quarter (22%) of those surveyed indicated that they have utilized GenAI or large language model (LLM) tools like ChatGPT and Claude for at least half of their idea submissions, with 8% using these technologies for every single submission. Among those leveraging GenAI, 47% are specifically harnessing it for generating new ideas.
The Wazoku Crowd leverages collective intelligence to tackle various ‘challenges’—which are idea requests put forth by businesses—with an outstanding success rate exceeding 80%.
Simon Hill, the CEO of Wazoku, shared his thoughts on these findings: “There’s a vast amount of excitement surrounding GenAI, coupled with significant curiosity. Engaging deeply with something and fostering curiosity is a dream for innovators, revealing the rich possibilities with GenAI.”
Nonetheless, Hill also emphasized the need for caution: “It’s important to be cautious—GenAI is best utilized to spark interest rather than provide solutions. The brilliance of human creativity and ingenuity remains supreme, although employing GenAI can certainly enhance that process.”
The research indicated that the primary use of GenAI was for research and learning, with 85% of participants utilizing it for these activities. Furthermore, about one-third of the Wazoku Crowd utilized GenAI for organizing reports, writing, and conducting data analysis and insights.
The study was carried out in collaboration with Oguz A. Acar, who serves as Professor of Marketing and Innovation at King’s Business School, King’s College London. Professor Acar considers this research as a significant initial step in comprehending both the possibilities and limitations of AI in addressing complex innovation issues.
“Everyone is attempting to grasp the capabilities and boundaries of AI, and this survey marks progress in that journey,” commented Professor Acar. “It shows that certain participants see GenAI as a beneficial partner, utilizing it for research, creation, and more effective communication.”
“While it may not be surprising that those receptive to innovation are eager to explore new tools, the survey also uncovers a range of perspectives. The fact that most individuals have yet to engage with GenAI tools emphasizes that we are still at the beginning of exploring AI’s potential for innovative problem-solving,” he added.
Wazoku partners with various clients, including Sanofi, A2A, Bill & Melinda Gates Foundation, and a host of global enterprises, government agencies, and non-profits to source ideas and drive innovation.
Recently, Wazoku introduced its own conversational AI designed to support innovation. Named Jen AI, this digital assistant is integrated with Wazoku’s innovation management suite, which aims to speed up decision-making related to innovation and boost productivity, ensuring consistent and scalable outcomes.
“The solutions to the world’s problems are complex, and the support of AI brings vast benefits in terms of efficiency, creativity, and insight generation,” said Hill.
As the use of AI in innovation processes continues to expand, it is evident that – despite the substantial potential these tools provide – they are most effective when they enhance rather than replace human creativity and problem-solving abilities.
(Photo by Ally Griffin)
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Tags: ai, artificial intelligence, enterprise, genai, generative ai, problem-solving, report, research, study
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