Enhancing concept generation with AI tools

The Fundraising Innovation team at British Red Cross were struggling with pace and the rate of experimentation within the innovation process. It was taking almost a year to launch an MVP and the volume of ideas at the beginning of the funnel was low.

I supported the team in creating OKRs to tackle these problems and initiatives to solve them. One initiative was using AI tools in early stage concept creation to speed up the process and generate more ideas.

We used Chat GPT to respond to the problem statement with 1 liner solutions, used Dall E (AI image generator) to visualise the best solutions and Synthetic Users (AI user research platform) to model feedback from our target audience to iterate and cut down further.

The end result, x5 more ideas generated at the beginning of the funnel and an MVP test, in market, within 3 months. The final 2 concepts chosen to scale to MVP were ‘In Game’ and ‘Shop Red’ concept anatomy’s below.