The present article provides a three‐dimensional numerical investigation of thermal convection and entropy generation. The lattice Boltzmann method, coupled with the finite difference approach, is applied to perform numerical simulations. The validation of these numerical approaches for thermal convection simulation and entropy calculation is performed by comparing our numerical results with those in the published literature for the case of benchmark problems. The physical geometry studied in this paper concerns a hot obstacle having the shape of a plus sign (+) placed in the center of a cubic enclosure. This cube is filled with air of a Prandtl number of 0.71 and characterized by two cold vertical walls. The heat exchange between the fluid and the hot body is studied as a function of the Rayleigh number (). The performed simulations show that the heat transfer rate can be increased by about 429% by switching from to . The entropy generation due to fluid friction, heat transfer, and total entropy are also calculated and discussed. For an irreversibility coefficient , the analysis of the results showed that for low values of the Rayleigh number (), the entropy production due to temperature gradients predominates over that produced by viscous effects. In the cases of and , entropy generation is due to both fluid friction and heat transfer. However, when the Rayleigh number becomes large (), entropy generation due to viscosity predominates over entropy production related to heat exchange. These results have important implications for the optimization and design of heat transfer systems in various industrial applications.