Abstract:

This paper explores how Industry 4.0, based on advanced technologies such as artificial
intelligence (AI), cyber-physical systems, and big data, transforms new product
development (NPD) by integrating human and technological factors. The complexity
approach is analyzed as a theoretical framework for understanding nonlinear, adaptive, and
emergent interactions in complex production systems. The research identifies challenges
and opportunities in sustainable value creation, highlighting the importance of human-
technology collaboration. Technological tools are analyzed, and hybrid decision models
are proposed to address uncertainty and enhance innovation. It also highlights how AI
can amplify human creativity by offering predictive capabilities that complement human
judgment. The paper concludes that the synergistic integration of AI and human factors
is essential to address the complexity of modern systems and promote sustainable and
innovative development. Recommendations include fostering adaptive models, designing
hybrid tools, and strengthening multidisciplinary training in complex environments.

Keywords:

Artificial Intelligence, Complexity, Product Innovation, Industry 4.0, Human-
Technology Synergy.