Genetic algorithms (GAs) have been used in many disciplines to optimize solutions for a broad range of problems. In the last 20 years, the statistical literature has seen an increase in the use and study of this optimization algorithm for generating optimal designs in a diverse set of experimental settings. These efforts are due in part to an interest in implementing a novel methodology as well as the hope that careful application of elements of the GA framework to the unique aspects of a designed experiment problem might lead to an efficient means of finding improved or optimal designs. In this paper, we explore the merits of using this approach, some of the aspects of design that make it a unique application relative to other optimization scenarios, and discuss elements which should be considered for an effective implementation. We conclude that the current GA implementations can, but do not always, provide a competitive methodology to produce substantial gains over standard optimal design strategies. We consider both the probability of finding a globally optimal design as well as the computational efficiency of this approach. Copyright © 2014 John Wiley & Sons, Ltd.