Enhanced Systematic Idea Generation Methodologies using Generative AI

- A Case Study on Taekwondo Systems -

Abstract

Intensified modernization within Taekwondo (TKD) systems is imperative due to recent advancements in technological innovation, particularly in artificial intelligence (AI)-driven training systems and smart wearable devices within the sports sector. Nevertheless, the evolution poses considerable challenges for TKD-focused social enterprises (SEs), which frequently operate under limited financial and human resources. This study proposes a strategic framework for generating novel design concepts for future TKD systems. Three ideation methodologies are integrated in the framework: the novelty potential/void matrix, a design catalogue informed by cooperative patent classification (CPC) codes, and generative artificial intelligence (Gen AI). Concepts with high novelty potential and minimal technological saturation (void) are identified through patent abstracts analysis before generating novel conceptual combinations with ChatGPT. Consequently, an innovative design concept consisting of a smart scoring system enhanced by an emotion-responsive platform is produced. Based on comparative evaluation data, the proposed ideation approach yields concepts with superior originality and no overlap with LLM-generated ideas, suggesting a more substantial potential for first-mover advantage than ideas generated solely through LLM models. Although the differences were not statistically significant (p>0.05), the trend still suggests that the proposed method may offer higher novelty compared to LLM-generated ideas. A detailed assessment of relevant CPC codes is also conducted to validate the novelty of the proposed concepts. The results confirm the absence of analogous patents, underscoring the uniqueness of the identified combinations for TKD SEs. Furthermore, semi-structured interviews with representatives from the Malaysian Taekwondo Federation and clubs are performed, procuring expert insights and feedback on the design catalogue. Additionally, the basketball example is presented as an exploratory application rather than a full second case study. Conclusively, this study presents a novel ideation methodology that can enhance the innovation capacity and competitive positioning of TKD SEs, aligning with broader objectives related to the Sustainable Development Goals (SDGs).