Democratizing, scaling, and automating creativity and innovation are essential for boosting competitiveness, efficiency, and cost-effectiveness in product creation. This capability will be a key differentiator for organizations seeking a competitive edge and a catalyst for ensuring a better future for humanity. We demonstrate how the TRIZ methodology and Generative AI provide a solid foundation for solving product design challenges. We show how technology and human feedback enable the automated discovery of product design improvements. To prove this, we have developed a technological proof-of-concept solution that leverages the strengths of both TRIZ and Generative AI. This solution explores product reviews, identifies product strengths and weaknesses, and generates an initial palette of potential product design problems that can be iteratively refined to drive product improvement decisions. We provide the theoretical foundation by utilizing TRIZ’s systematic problem-solving approach and specific examples of generated data, creating a consistent basis for evaluating the tremendous potential of Generative AI and TRIZ in product design and improvement processes.