| Summary: | Generative visual design with AI transforms creative processes by autonomously generating images and structures using advanced algorithms. Its application optimizes visual production in architecture, product design and manufacturing, expanding creative possibilities. However, the lack of standards and evaluation criteria makes it difficult to adopt them in professional environments, which requires methodologies that measure the quality and coherence of the designs generated. The objective of this research is to explore AI algorithms, techniques and tools applied to generative visual design, identifying their main applications and evaluation methods. To this end, the PRISMA 2020 methodology was used, a systematic approach that guarantees the rigorous selection of relevant studies through a structured process of identification, screening, eligibility and analysis. The results show the predominance of algorithmic approaches, the diversity of tools used and the methodological and regulatory challenges in their industrial integration. Empirical validation, robust regulatory frameworks, and training strategies are required to facilitate their professional adoption. The development of generative design will depend on its integration with other disciplines and on tools that allow a more efficient interaction between AI and human creativity.
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