Generative design (GD) is a software technology that utilizes artificial intelligence (AI) to create and optimize part designs. Currently, this technology is at an early stage and has primarily been adopted for 3D printed parts to reduce weight and increase mechanical performance. However, GD has high long-term potential to revolutionize part designs in every industry. In this report, we explain what generative design is and how it has been used. We will also discuss challenges, how the technology will evolve, and what it means for clients across the value chain.