Embedding Generative AI into Products – 10 Design Principles for Building Intelligent Systems

Generative Artificial Intelligence (GenAl) has the potential to fundamentally transform products and create new value propositions. Nevertheless, many companies face challenges integrating GenAl into their products. While existing research primarily focuses on general GenAl applications, there is a lack of specific guidelines for product integration. This study addresses this gap by deriving ten design principles to support companies in successfully embedding GenAl into their products. We identify key challenges and provide actionable design knowledge based on an interview study with industry experts. The findings show that a structured approach dealing with organizational, technical, and legal issues is essential for successful GenAl integration. These insights provide valuable guidance for both industry and academia, helping to enhance the adoption and economic viability of GenAl-based products.