> The time it takes to push a new feature and test it out is often trivial, maybe a few hours.

As opposed to writing a prompt for 30s, then doing something else for 15m while the AI works on it? :)

> The real challenge is forming the new ideas in the first place and most of those new ideas coming either from using the code as a product [...]

Exactly.

AI is absolutely excellent at rapid prototyping. Prompt -> result -> use the product -> prompt. Repeat until the right design emerges. Once that happens, the code can be cleaned up, or even rewritten from the grounds up, taking into account what was learned.