= Generative Design is a term addressing a next generation CAD for architecture, product design & customer co-design. The basic idea is to develop design technologies that are helping to shape the way things are conceived, designed and made in a connected environment -- and in a form that builds strongly on an interactive and intuitive design process by an (untrained) user, and not an engineering-like development of an object. 
"Generative Design is about generating useful or viable design possibilities. These possibilities are now generated by random numbers – these very same numbers can also be generated by customers. The generative model could be set to operate within manufacutrable and cost limits. By replacing the random component of generative design with customer preferences, the form shape texture and color of hi-complexity consumer products can be scroll bared -by non designers . By bounding the parametric generative model with cost, engineering and other constraints – companies can ensure the feasibility of the product and ensure its manufacturability. More importantly, they can crowd source designs and create a great diversity of products – all of which need not be manufactured but will be available online in rendered realistic from. They will also benefit from the marketing advantages of co-creation and customization.
Hence, generative design may in fact hold he key for unlocking the next generation of manufacturing possibilities empowering non designers to create truly customized products." (http://mass-customization.blogs.com/mass_customization_open_i/2010/01/will-generative-design-enable-mass-customization.html)