Özet
This study examines the integration of generative artificial intelligence (GenAI) into new product development (NPD) processes through a systematic literature review. Conducted in accordance with the PRISMA 2020 protocol, the review covers 78 articles published between 2020 and 2025 retrieved from Web of Science and Scopus. Findings reveal that GenAI adoption is spreading with increasing momentum across all NPD stages — ideation, conceptual design, prototyping, and launch — yet this diffusion is accompanied by persistent literature gaps. Prominent among these gaps are the inadequacy of manufacturing-sector-specific integration models, challenges in measuring human-AI collaboration quality, and the neglect of inclusive design approaches from an Industry 5.0 perspective. Building on the review findings, a novel five-dimensional conceptual model systematically explaining GenAI-NPD integration is proposed, and six priority items for a future research agenda are identified.
