Generative Design Discussion with Bob Haubrock

By William Chanatry

Generative design is a topic you’ve likely heard mentioned before today. Everyone in the PLM industry is talking about it, but few actually have the capabilities. As part of our on-going discussion with Senior Vice President of Product Engineering Software, Bob Haubrock details generative design and its effects on modern day product design. Speaking of generative design and next gen…did you happen to see Hackrod and their usage of NX? 

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This article first appeared on the Siemens Digital Industries Software blog at