Instead of asking if a design is suitable for its requirements (a traditional design approach), generative design finds the optimal design for those requirements. Many generative design techniques are available, but they all automate the iterative process of optimising the shape and material of a design towards user-defined key performance indicators while working within user-defined constraints, such as those relating to manufacturability. Generative design can be both parametric (driven by dimensions and relationships) and non-parametric (organic generation within a design envelope). Critically, generative design allows users to find the best design fast with comprehensive evaluation and comparison tools to determine the best materials, design approach, and find the optimal trade-offs between KPIs for a given application. It can be used throughout the product development process, whether it be at an initial concept stage or for pre-production performance optimisation.