For those familiar with Computer-Aided Design (CAD), Generative Design is similar to Topology Optimisation, whereby Artificial Intelligence (AI) and smart algorithms make design-based decisions to create innovative lightweight designs. These can result in geometries that a human cannot create, based on the loading conditions and constraints applied, in a more efficient manner.
The main difference between Topology Optimisation and Generative Design is that it can create multiple alternative design solutions, whereas Topology Optimisation converges towards a particular optimum solution. Topology Optimisation also relies on a pre-existing part to refine, which can restrict the end solution.
To those who are less familiar with CAD design, Generative Design is best described as a tool to help a designer come up with new, creative solutions to engineering problems based on the strength of the part, which could potentially reduce the reliance on engineers.
Above is an animation to show how Generative Design can reduce the mass of a rectangular rod, modelled as a cantilever beam under bending for maximum strength. Notice how the material is added in certain locations, not just removed; an improvement over topology optimisation.
This is a very simple example to help explain the principles of the software, but this tool is most effective when applied to more complex applications, where the increased power of computing technology compared to the human brain can be utilised.