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Nowadays, a large number of different tools that support early phases of design are available to engineers. In the past decade a specialized set of CAD-based tools were developed, that support the ideation process by generating different design alternatives according to the criteria given by the designer. Two types of tools are discussed in this paper: topology optimization and generative design tools. To investigate to what extent these tools are suitable for use in early design phases and what are the main differences between them, a study was conducted on an industrial case.