An Interactive Multi-Agent System for Evaluation of New Product Concepts

Abstract: Product concept evaluation is a critical stage that determines strategic resource allocation and project success in enterprises. However, traditional expert-led approaches face limitations such as subjective bias and high time and cost requirements. To support this process, this study proposes an automated approach utilizing a LLM-based multi-agent system (MAS). Through a systematic analysis of previous research on product development and team collaboration, this study established two primary evaluation dimensions, namely technical feasibility and market feasibility. The proposed system consists of a team of eight virtual agents representing specialized domains such as R&D and marketing. These agents use retrieval-augmented generation (RAG) and real-time search tools to gather objective evidence and validate concepts through structured deliberations based on the established criteria. The agents were further fine-tuned using professional product review data to enhance their judgment accuracy. A case study involving professional display monitor concepts demonstrated that the system's evaluation rankings were consistent with those of senior industry experts. These results confirm the usability of the proposed multi-agent-based evaluation approach for supporting product development decisions.