With the emergence of artificial intelligence (AI), introducing new tools to assist human capabilities, major changes in Product Design are being observed. AI allows designers to spend more time on the creative side, as it optimizes many tasks. These technologies not only increase efficiency, but also push the boundaries in design, allowing constant innovation. Tools such as image generators, supported by textual descriptions, enrich the creative perspective, allowing the exploration of new aesthetics and narratives. These systems can, for example, generate different variations of an initial concept, becoming a source of inspiration that can be improved and adapted. This synergy between artificial intelligence and human creativity redefines the role of designers and creators and may open the door to a new era of innovation, although there are some concerns about the replacement of human work by AI. In this work the perspective of where AI can and should be perceived as a complement that enhances human creativity was analyzed. In a systematic and conventional design process of a jewelry collection, the possibility of using AI tools and its benefits in each of the steps was evaluated. It was found that there are very interesting and promising possibilities, although some limitations exist.