Generative AI (GenAI) models excel in their ability to recognize patterns in existing data and generate new and unexpected content. Recent advances have motivated applications of GenAI tools (e.g., Stable Diffusion, ChatGPT) to professional practice across industries, including product design. While these generative capabilities may seem enticing on the surface, certain barriers limit their practical application for real-world use in industry settings. In this position paper, we articulate and situate these barriers within two phases of the product design process, namely "getting the right design" and "getting the design right," and propose a research agenda to stimulate discussions around opportunities for realizing the full potential of GenAI tools in product design.

翻译：生成式AI模型在识别现有数据模式并生成新颖、意外内容方面表现出色。近期进展推动了生成式AI工具（如Stable Diffusion、ChatGPT）在包括产品设计在内的跨行业专业实践中的应用。尽管这些生成能力表面看似诱人，但某些障碍限制了它们在工业场景中的实际应用。在本立场论文中，我们阐明并定位这些障碍在产品设计过程的两个阶段——即“实现正确设计”与“设计正确”——中的具体表现，并提出一项研究议程，以激发关于充分发挥生成式AI工具在产品设计中潜力的讨论。