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Generative Design is evolving in terms of adoption by various sectors: Priya Balijepalli

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ET Health
09th November, 2019 07:37 IST
Shahid Akhter, editor, ETHealthworld spoke to Priya Balijepalli, Lead, Autodesk Impact, India, Bengaluru to know more about the Generative design and its applications.

Generative Design : Evolution-Application- Benefit
Generative design is a design exploration process. It’s empowered by the human and machine collaboration. It goes by an algorithm, which follows the form, function, and the fabrication principles of manufacturing, giving the designer thousands of design iterations that are specific to the designer’s problem. We see that, this process is evolving in terms of adoption, its applications being multi- fold. We see the process being adopted largely within the manufacturing sector and also in the architectural and engineering space.


Topology optimization is one of the many benefits, but when you look at how it impacts your go-to-market process, it shortens the go-to-market process. It also helps a designer to work around various materials and also helps in product durability and process optimizations.Therefore, the multiple benefits of a generative design process is what is making the industry both the established ones and also the new age innovators. The startups are also adopting it in a much faster rate.


Globally, we have seen a lot of our Autodesk customers adopted in early stage such as General Motors, who’ve used generative design to redesign their car seat belt bracket. It helped them basically in reducing eight section part to a single section and at the same time improve the durability of the product by 20%. A few others we have is Volkswagen who reinvented their wheel and the Under Armour, the shoe company which is looking at generative design to design and manufacture their shoes .

The four benefits of a generative design are topology optimization, which leads to a light weighting of the product, process optimization, product durability and if all put together it makes it a more sustainable process to bring your product out to the market at a faster rate.

We are also looking at India catching up on the trend. We have manufacturers mostly from the automotive industry, who are looking at adopting generative design here in India.
Autodesk- Design and Manufacturing
The Autodesk design and manufacturing solution is largely powered by the generative design.We are seeing the way things are being designed, made and manufactured are changing. Basically, the way we work is changing and people are looking at simplifying their entire design and manufacturing process. Automation plays a very key role in it.

Unlike a popular belief that automation might lead to job crisis, we are seeing a different trend within our customers where the people are looking at adopting new skill sets and embracing up automation to add more value to the work that they are doing.

Generative Design- Outlook of Autodesk
The way we work and manufacture things are changing. It is adding to the situation globally and also regionally. There is a trend picking up in terms of the population. Every day we are adding more people to the middle class, which means that our needs and demands for more products and things are changing. This is compelling people to manufacturers to look at how can they address the need for more with the limitation of less resources, but at the same time, not compromising on the quality of the products.

With this as a setup, we see a trend of the industry adopting automation and design tools much more rapidly in addressing the growing demand and at the same time giving the best durable quality product out in the market.

Generative Design skill set needed
Generative design is an AI powered which largely works on the same principles of any manufacturing, the form, frame and functionality. When a designer or an engineer is unlike a conventional setup, where it takes about seven to eight steps to come out with a product or a prototype, whereas the generative design enables the designer to specify their design intent in terms of what are the parameters in terms of form or manufacturing capabilities. Finally, then the machine helps them to choose amongst the thousands of product iterations and the designer is then doing his best to pick the right solution that would address the problem.

In this way, the designer or the engineers is empowered to take the right decision and address the problem on hand at a much faster rate. In terms of skill sets, it’s not different than what they already have, but then the generative design adds value to what they are actually doing as a designer and an engineer.

Generative Design- Impact
When you’re looking at the industry trends, we’re looking at who’s adopting. When you have companies like the social hardware or any other company which is looking at creating a social impact, we see them adopting generative design at a much early stage.

For instance, some of the early stage companies or startups that we work with, they have the challenge of reducing the cost of the product and cost of manufacturing or prototyping. The generative design completely empowers them to address those challenges in a much easier and a collaborative way.

Generative Design- Future plans
Design is a first step towards experience and Autodesk as a 3D software company, we are out here to enable our customers to take their first step in a very strong way.

The outlook is that we are looking at more of our customers, designers and engineers adopting generative design and 3D technologies at a much earlier stage. We see that the trend is picking up and is the repercussions across the sectors.

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