How Generative Design Can Help UK Utilities Justify PR29 Investment Cases

Investment justification is at the heart of the UK water sector’s price review process—and PR29 will raise the bar significantly. As regulatory expectations evolve, water companies must demonstrate not only that investments are necessary, but that they are optimally designed, accurately costed, and directly tied to measurable outcomes.

Traditional planning approaches—manual estimation, limited optioneering, and high-level cost models—are increasingly insufficient under this level of scrutiny. Generative design offers a powerful alternative by bringing engineering precision into the earliest stages of investment planning.

One of its greatest strengths is enabling true multi-option evaluation. Instead of relying on a narrow set of assumptions, generative design platforms can rapidly produce and compare multiple engineering-grade solutions, each with detailed cost, performance, and design data. This allows companies to demonstrate that preferred options are selected through rigorous, evidence-based analysis.

Cost estimation is also significantly improved. Rather than relying on generalized cost factors, generative design derives CAPEX and OPEX estimates from detailed equipment lists, process configurations, and civil quantities—making them more accurate and defensible under regulatory review.

Crucially, generative design helps establish a clear link between investment and outcomes. By embedding performance metrics into the design process, companies can show how proposed infrastructure will deliver improvements in reliability, environmental performance, and efficiency.

As AMP8 progresses, building this level of structured, auditable data will be essential. Companies that invest now in advanced design and analytical capabilities will be far better positioned to deliver strong, credible PR29 submissions.