The Role of AI in Fostering Sustainable Product Innovation: Exploring the Role of NPD Team Dynamics

In the face of growing environmental challenges and the societal push for sustainable development, the focus on sustainable product innovation has gained attention from scholars and industry experts. This study aims to examine how team dynamics and the use of Artificial Intelligence (AI) affect a firm's ability to innovate sustainably. Building on existing research about team effectiveness and the AI-enhanced double diamond model, this study proposes hypotheses on how teams can leverage their skills along with AI to drive sustainable product innovation. The research will involve an empirical study of manufacturing firms to test these hypotheses. The findings could offer both theoretical insights and practical recommendations, highlighting the importance of integrating team strengths and AI to achieve a competitive edge in sustainability-focused innovation. This study aims to add to the theoretical understanding of team effectiveness, new product development, and AI-enhanced approaches.