Generative Design offers the exploration of multiple alternatives according to the parameters you want to control from a design perspective. Such as weight to structural loads, materials, spatial restrictions, manufacturing methods and cost constrains. All these parameters are iterated by a software that provides you multiple outcomes. There's no only one solution to your problem Generative Design allows you explore multiple solutions.

Bracket GD study comparisson.PNG

Along with Additive Manufacture Generative Design are meant to work together as both technologies complements  each other. One brings the design solution the other brings the manufacture solution. 

Traditional Design Bracket

Swipe Right 

Generative Design