In light of the increasing computerization of the world, the innovation activity in the industrial context seems to be lacking of tools to improve its performance. Since 2004, the 5.4 working group has been devoted to studying the computerization of this activity in industrial environments, coming up against, throughout its history, the underlying complexity of tackling a theme that is eminently complex because it is multidisciplinary and often in competition with human creative reasoning. However, the rebirth of artificial intelligence and the 4.0 paradigm are now pushing us to reconsider our research axes, as well as the scope of action in which our research must be situated. This article proposes an analysis that aims to refocus our research around a more realistic topic, more in tune with today's world, in line with our understanding of the issues in which our contribution can be deployed and on which scientific foundations.