Procreate, the well-known iPad design app, has taken a firm stance against generative AI, announcing that it will not incorporate AI-driven features into its products. In a statement on its website, the company acknowledged that machine learning is a "compelling technology with significant potential," but argued that the current direction of generative AI does not align with its platform’s values.

 

Defending Human Creativity

The company emphasized that it is not interested in pursuing a technology that could undermine human creativity, even if this decision makes Procreate “seem at risk of being left behind.” CEO James Cuda reinforced this position in a video shared on X (formerly Twitter) on Monday, expressing strong disapproval of generative AI. “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. Our products are always designed and developed with the idea that a human will be creating something.”

 

 

Industry Reactions and Implications

Procreate’s decision has been met with widespread support from digital artists, many of whom have expressed dissatisfaction with other apps that have adopted generative AI. For example, Clip Studio Paint, another popular illustration app, was forced to retract its plans to release an image generation tool after facing significant backlash from its user base in 2022.

In contrast, Adobe, a leader in digital design tools, has integrated several generative AI features into its products. However, the company faced criticism recently when its updated terms of service appeared to suggest that it might use users' content to train AI models. Adobe later clarified that it does not train AI models on customers’ content without consent.

As the digital art world increasingly embraces AI, Procreate’s decision to go against this trend has sparked interest. The positive response from artists and designers raises the question of whether other companies will follow Procreate’s lead. "We don’t know exactly where this story is going to go, how it ends. But we believe that we’re on the right path, supporting human creativity," Cuda remarked.