Abstract
Generative design is a projective tool that allows designers and creators from other areas of knowledge to have applied innovation approaches. It is currently an emerging exploration process that integrates artificial intelligence and parametric design processes, consolidating itself as a milestone in the construction of alternative design proposals. This research analyzes the potential value of generative design in different fields; it presents and exemplifies the cocreation process between the designer and computational thinking, with six prototypes. It shows the product design process using this methodology and exposes the importance of these technologies. Generative design is recognized as a valuable opportunity for teaching and appropriation in academia because it allows to create products, evaluate, and optimize designs quickly, could generate more efficient processes and influences agile decision making to achieve higher performance throughout the design process. This research found that it is important for design students to know these tools, and to understand that, although they are very powerful, the human designer is and will be the one who makes the final decisions about the project, above the answers and algorithmic calculations that the parametric system gives. This research shows that this technology helps designers to face challenges in an era defined by the high degree of digitization, where it is increasingly necessary to create products that integrate with new technologies and human needs.