Additive Manufacturing, also widely known as 3D printing, has become a more mature manufacturing technology that is able to fabricate end-use products for industries ranging from aerospace, automobile, to medical implants. It has become clear that with this revolutionary technology, many of the traditional manufacturing constraints have been elevated. The bottleneck of product development no longer heavily resides on manufacturing but on design. How to take more advantage of the design freedom provided by additive manufacturing to develop innovative products is the key question to many industries. This panel session brings design software providers, research institute and academics to discuss the opportunities and challenges additive manufacturing bring to new product design and existing product improvement.