Brands are under pressure, with a 2021 BCG report indicating that customers might not notice if 75% of them disappeared. Innovation, driven by customer experience and fuelled by data, is essential for their survival. While R&D traditionally drove innovation using proprietary, in-house resources, pioneering firms have uncovered significant potential outside company walls. New Product Development (NPD) is a function that has consistently adopted emerging technologies, from CAD to marketing analytics. The rise of social media aligns with the growth of open innovation, enabling firms to access multiple sources of customer insights. However, only leading firms successfully manage and analyse high-frequency, multi-source data to inform innovation decisions. While lead users and consumers provide valuable sustainable innovation ideas, many companies struggle to effectively access and interpret the voice of the consumer. Few organisations employ advanced tools like AI and deep learning to integrate consumer insights and guide NPD. Despite the growing availability of data, understanding how to leverage multiple sources, including social media, remains limited and fragmented. This conceptual chapter develops a framework to help organisations navigate AI-driven customer engagement, enabling them to integrate diverse data sources and foster sustainable, impactful innovation.