Adopting AI for NPD: A Strategic Roadmap for Managers

Despite growing interest, adoption of AI for new product development (NPD) remains low, largely due to poor execution, unclear business value, and high failure rates. To address this, Robert G. Cooper introduces the RAPID model—an end-to-end, stage-gated roadmap tailored for AI deployment in NPD. Inspired by proven technology development models, RAPID guides firms through vision setting, business case building, solution acquisition, piloting, and full-scale rollout. It emphasizes iterative learning, cross-functional collaboration, and use of the SPARK scorecard to evaluate project potential and reduce risk. RAPID offers a structured approach to help companies break through “pilot paralysis” and turn AI into a competitive advantage.