  Generative AI (GenAI) models excel in their ability to recognize patterns in
existing data and generate new and unexpected content. Recent advances have
motivated applications of GenAI tools (e.g., Stable Diffusion, ChatGPT) to
professional practice across industries, including product design. While these
generative capabilities may seem enticing on the surface, certain barriers
limit their practical application for real-world use in industry settings. In
this position paper, we articulate and situate these barriers within two phases
of the product design process, namely "getting the right design" and "getting
the design right," and propose a research agenda to stimulate discussions
around opportunities for realizing the full potential of GenAI tools in product
design.
