In mature, competitive markets, sustaining growth often depends on your ability to keep your existing products relevant, compelling, and useful to your customers. This program equips you with cutting-edge AI tools and proven strategies to turn mature products into market leaders, increasing customer value and driving revenue growth.

There is a great deal of attention focused on disruptive innovation —how mature products in competitive markets often face competitors who disrupt the market and kill the product. But often this disruptive threat is overrated; the best path to profitable growth is to maintain the focus on your core products and expand the products and services you provide to help your customers get more value from them.

AI-driven innovation tools, when used within a well-defined process and framework, can dramatically improve every step in the process. This course will show you how to disrupt your innovation process, not your products. Through lectures, case studies, simulations, and AI-driven exercises, you will acquire the techniques for mastering this approach to innovation. You will gain hands-on experience with AI tools that can help you identify customers, develop prototypes, and test ideas better, faster, and more economically than ever before. You will leave this course with the experience and the code to customize and deploy a GPT-powered tool within your own organization.

Please note: This course was formerly known as Innovating in Existing Markets. 

Participants will leave this interactive program with:

• AI-accelerated framework for innovation: Gain access to a proven framework enhanced by AI, designed to quickly generate, evaluate, and implement innovative ideas for revitalizing mature products in competitive markets.
• Hands-on experience with custom AI tools: Learn to utilize a custom GPT-powered tool tailored for the course, which helps generate hundreds of ideas, create prototypes, and develop business models. Participants leave with the code to customize and deploy this tool within their own organizations.
• Enhanced prototyping and market testing: Discover how to rapidly prototype ideas, test them in real-world scenarios, and iterate effectively—all within hours—using AI to reduce time-to-market and enhance decision-making precision.
• Customer-centric innovation techniques: Master AI-driven methods to deeply understand customer needs, identify complementary innovations, and create solutions that add value to both customers and the core product.
• Strategies to ensure long-term success: Learn practical approaches to adjust roles, responsibilities, metrics, and targets to accommodate new ways of working and encourage a more productive innovation process.
• Long-term integration of AI in innovation processes: Gain the skills and tools to continuously leverage AI for idea generation, product revitalization, and operational acceleration beyond the course.

Upon successful completion of this course, you will earn a certificate of completion from the MIT Sloan School of Management. This course may also count toward MIT Sloan Executive Certificate requirements.