Observed in the context of a computational and generative approach to architectural design the intention is to explore a relation between technology and difference emerging within this field. This endeavour is staged as an investigation of a productive conflict contained within a development of the concept of reflexivity. The conflict in question appears within a seemingly oppositional schema, defined firstly by concepts of planning, control and hierarchy, and secondly by notions of self-organisation, non-linearity and autonomous agency. By introducing the mechanism of reflexivity, this apparent binary model is proposed to become directed towards something more ambiguous and complex, than what its simple construction might at first convey. Here reflexivity is identified as a dynamic component articulating a process of mixing a necessity for directionality, overview and target with the unruly processes and agencies mediated by generative design procedures.