KEY ADVANTAGES OF USING AI TO DRIVE INNOVATION AND CREATIVITYAPPLYING AI OVER THE ENTIRE DESIGN CYCLEUNDERSTANDING THE PROBLEM FIRSTBUILDING UP EMPATHY WITH USERS/CUSTOMERSEXAMPLE OF TOOLS USED AND APPLIED IN FINDING THE APPROPRIATE PROBLEM TO SOLVEAPPLYING AI FOR IDEATIONAI SUPPORT IN IDEATIONEXAMPLE OF TOOLS APPLIED IN IDEATION, PROTOTYPING, AND TESTINGEXAMPLE OF AI TOOLS USED AND APPLIED IN THE SOLUTION SPACEEXAMPLE OF AI EXPERT ASSISTANT TOOL OVER THE ENTIRE DESIGN CYCLE