Design processes are evolving rapidly – not least due to the integration of artificial intelligence. Rather than replacing creativity, AI can serve as a catalyst, structure provider, and accelerator in innovation workflows.
How can artificial intelligence support innovation in product development – without replacing creativity? At ISH 2025, designer Michael Schmidt offers insights into the work of his studio Code2Design and demonstrates how, together with his team and in collaboration with the Fraunhofer Institute, he integrates AI-based tools such as the “Virtual User Lab” into the development of future-oriented product ideas. A practical look at structured innovation workflows and the role of AI in persona creation, idea evaluation, and contextual visualisation.
Michael Schmidt...
...is a designer, innovation strategist and founder of Code2Design. After studying mechanical engineering and innovation goods design, he and his team developed numerous award-winning products for companies in the sanitary, furniture, lighting and office sectors. He has been working closely with the Fraunhofer Institute for many years – currently at the intersection of design and AI-supported innovation development.
This lecture was supported by VDS - Vereinigung Deutsche Sanitärwirtschaft e.V.
