Procreate, the popular iPad illustration app, has taken a firm stand against integrating generative AI into its platform, a decision that has resonated deeply with many in the creative community.
The announcement, made by CEO James Cuda in a video posted on X (formerly Twitter), was a clear and unapologetic rejection of the technology. “I really f****** hate generative AI,” Cuda stated. “I don’t like what’s happening in the industry, and I don’t like what it’s doing to artists. We’re not going to be introducing any generative AI into our products.”
This stance is in stark contrast to the approach taken by many other companies in the creative software industry, such as Adobe and Canva, which have increasingly integrated AI tools into their products. Adobe, for example, has introduced several generative AI features across its platforms, including the controversial “Generative Fill” feature in Photoshop. While Adobe has attempted to position its AI tools as ethically sound by ensuring its AI models are trained on licensed or public domain content, the move has still faced backlash from artists who feel that AI devalues their work and threatens their livelihoods.
Procreate’s decision has been widely praised by artists who are concerned about the impact of AI on the creative industry. The sentiment expressed by Cuda echoes the fears of many artists who believe that AI, particularly generative AI, undermines the authenticity of artistic work. These artists argue that AI models are often trained on their creations without consent or compensation, a practice they view as exploitative and harmful to the integrity of their profession.
The company’s refusal to embrace generative AI could be seen as a high-risk move in a tech landscape increasingly dominated by AI. However, the company appears confident in its decision, with Cuda emphasizing that Procreate’s products are designed and developed with the idea that a human will be creating something. This approach sets Procreate apart from its competitors and reinforces its reputation as a company that prioritizes the needs and values of its user base.
As the debate over generative AI continues to intensify, Procreate’s stance may influence other companies in the industry. By choosing not to integrate AI, Procreate offers a clear alternative to artists who prefer tools that support and enhance human creativity rather than replace it.
