A recent study found that nearly 30% of senior innovation executives actively target artificial intelligence in their innovation programs; this is a significant increase from previous years. It underscores the importance of AI in innovation performance. Innovation leaders know that AI can help to improve innovation strategy, speed up product development, and reduce costs. As a result, companies that are not already using AI in their innovation programs are at risk of falling behind. To stay competitive, enterprises must embrace AI and use it to drive innovation. Those who do will be well-positioned to win in the market.