With the constant development of new technologies and designs, the idea of a generative design approach arose. Generative design allows to create an infinite number of new designs in a relatively short time without the constraints associated with the imagination of the designer. Designs created by a generative design approach create optimized products that meet the specific needs of their end users. The parts created in this way are often lighter, stronger and less expensive in terms of their subsequent production. Generative design software applications are often more intuitive to work with than traditional CAD systems, and no additional knowledge associated with operating the software is required. The main goal of generative design is to save time in the design process, save material by creating optimal structures, and thus save money by developing cost-effective products. The product software only adds material where it is needed, which is typical of the additive production of organic shapes and forms. The product created in this way is more efficient for production compared to the traditional design and production approach. The article points out the current state of development of this rapidly expanding design technology with a description of software solutions used for the implementation of a generative design approach on illustrative examples of created design products.