Business Case Studies & Business Publications

Storytelling with Vibe Code

Cowan, Alex

Technical Note

Storytelling with Vibe Code

Cowan, Alex

OM-1870 | Published November 10, 2026 | 26 Pages Technical Note

Collection: Darden School of Business

Product Details

Generative AI has made it easier than ever to turn an idea into a working software application, but building a functional product is not the same as creating one that delivers value. This technical note examines how managers can use AI-assisted software development, or "vibe coding," to create digital products that address real user needs. It introduces the digital product-development pipeline, distinguishes between activities in which AI can operate autonomously and those that require human judgment, and identifies three areas where managerial attention is most valuable: setting product priorities, articulating testable design intentions, and overseeing the infrastructure that supports development and deployment. The note demonstrates how customer-experience mapping, user stories, behavior-driven development, and measurable success criteria can guide AI in building products that can be tested and improved. It emphasizes that the greatest value of AI-assisted development lies not simply in producing software more quickly, but in enabling disciplined experimentation and continuous improvement.

After working through this note, students will be able to 1. explain where in the development pipeline AI should be operating agentically versus where it can be merely assistive; 2. frame a UX design intention for intentional, observable, testable implementation with user stories and behavior-driven development (BDD); and 3. identify the three places in the pipeline where a manager’s attention matters most.