Fractals are found ubiquitously in nature. Evolution has selected these forms because they reflect an optimization of some value. In this case, the goal is to maximize volume and minimize waste. In pursuing such a task, one will inevitably begin drawing fractals.
It seems to me that it might be possible to use inputs (material cost, material strength, and fabricational parameters) to generate an ever-changing design, to maximize some aspect like beauty that would be measured by likes or sales online, and to minimize cost. I imagine that such a process would generate some novel designs and products that might be unlikely for a human designer/artist to stumble upon.