*Consumer research, *Production (Economic theory), Idea (Philosophy), Generative artificial intelligence, Language models, Creative ability, Human-artificial intelligence interaction, Semantics

The use of generative AI (genAI) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research— remains underexplored. Drawing on the human creativity literature, we propose that ideation with genAI is facilitated by its productivity and semantic breadth, which are psychologically analogous to the dual pathways of persistence and flexibility in human ideation. Further, we distinguish between the utility of genAI as a key ideator versus humans as key ideator, conceptualized through the genAI ideation roles of Designer and Writer and of Interviewer and Actor. While genAI excels in generating incremental improvements, its potential for groundbreaking innovation could be unlocked by leveraging its ability to prompt human creativity. This article advances the theoretical and practical understanding of genAI in ideation for consumer research, offering numerous practical guidelines for integrating generative AI into research while emphasizing human–AI collaboration to achieve radical insights. [ABSTRACT FROM AUTHOR]

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