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Generative AI (GenAI) models excel in their ability to recognize patterns inexisting data and generate new and unexpected content. Recent advances havemotivated applications of GenAI tools (e.g., Stable Diffusion, ChatGPT) toprofessional practice across industries, including product design. While thesegenerative capabilities may seem enticing on the surface, certain barrierslimit their practical application for real-world use in industry settings. Inthis position paper, we articulate and situate these barriers within two phasesof the product design process, namely "getting the right design" and "gettingthe design right," and propose a research agenda to stimulate discussionsaround opportunities for realizing the full potential of GenAI tools in productdesign.

Generative AI for Product Design: Getting the Right Design and the Design Right