The implementation of Artificial Intelligence in product development processes: the EssilorLuxottica Case study

Artificial Intelligence (AI) integration into the product development process is becoming a game-changer in different industries. In particular AI innovations in the eyewear sector have the potential to radically transform processes, improve efficiency, efficacy and sustainability. This research explores the role of Generative AI (GAI) in the product development process in the global leader eyewear company EssilorLuxottica. The thesis starts with a brief overview of the company of my internship experience, offering insights into current product development workflow and the challenges associated. Next it proceeds with a literature review that explores the product development stages, how AI works followed by the eyewear technical anatomy. This is a fundamental framework to understand the subsequent analysis of how GAI can be exploited in eyewear development. The main aim of the research is to shed light on how GAI can impact eyewear development and manufacturing. It will explore the strength and weaknesses of the technology focusing on how an AI prompt can be effective conducting some experiments on the field. This implies the following core question: Can AI replace human competencies? Or instead is a tool that amplifies human creativity? In addition, the thesis investigates the dynamic Human-AI relationship: can AI complement human skills or is it only an industry shaker capable of reshaping organizational processes and structures? In conclusion this thesis will provide a summary of key findings and suggestions of action for integrating AI and GAI into EssilorLuxottica product development process. These results aim to support the company on how to leverage AI-driven solutions to enhance creativity and improve efficiency and efficacy; being aligned to the company quality and innovation commitment. Furthermore, this study can also be a stimulus for deeper exploration of how a rapidly evolving technology, GAI, can reshape the future of eyewear and more generally industrial manufacturing processes and organizational structures.