Procreate’s Anti-AI Promise Resonates with Digital Creatives

Procreate’s decision to take a firm stance against generative AI has provided much-needed reassurance to its user base, particularly in an industry where the rapid adoption of AI has sparked widespread concern among creatives. Procreate CEO James Cuda made it clear in a video posted to X that the company will not be integrating generative AI into its products. He expressed deep concerns about the impact of AI on the creative industry and the artists who drive it, stating, “I don’t like what’s happening to the industry, and I don’t like what it’s doing to artists.”

The backlash against generative AI in the creative community stems from two major issues: the unauthorized use of artists' work to train AI models and the fear that AI could significantly reduce job opportunities in the industry. These concerns have led many digital illustrators to seek alternatives to software that integrates generative AI, with some turning away from established tools like Adobe Photoshop.

Procreate’s position is not just a corporate policy; it reflects a deeper philosophical stance against what the company views as the dehumanizing effects of generative AI. On its website, Procreate elaborated on this, saying, “Generative AI is ripping the humanity out of things. Built on a foundation of theft, the technology is steering us toward a barren future.” While Procreate acknowledges the potential of machine learning, it rejects the current trajectory of generative AI, emphasizing that it is “wrong for us.”

This announcement has been met with widespread praise from the creative community, which has increasingly voiced its dissatisfaction with other companies' handling of AI. For instance, Clip Studio Paint, another popular illustration app, abandoned its plans to introduce AI-driven image-generation features after facing significant backlash from its users. Similarly, companies like Wacom and Wizards of the Coast have issued apologies after inadvertently using AI-generated content, which drew the ire of their communities.

Even Adobe, which has attempted to navigate the AI landscape more carefully by ensuring that its Firefly models are trained on licensed or public domain content, has faced criticism. Many artists feel that Adobe’s embrace of AI tools has alienated independent creators. The company has tried to assuage concerns by clarifying that it does not use customer content to train its AI, but years of unfavorable changes have left Adobe with a reputation as a company that many creators are wary of.

In contrast, Procreate has consistently maintained strong support from its user base. Its one-time purchase model of $12.99, as opposed to a subscription service like Adobe’s, has kept it popular among artists. Moreover, Procreate’s expansion into animation and plans for a desktop version further endear it to a community that values accessibility and reliability. The company's refusal to integrate generative AI is likely to further solidify its standing as a champion of human creativity.

In concluding his message, Cuda reflected the uncertainty of the path ahead, saying, “We don’t exactly know where this story’s gonna go, or how it ends, but we believe that we’re on the right path to supporting human creativity.” This commitment to safeguarding the integrity of artistic creation has resonated with many, solidifying Procreate’s reputation as a company that prioritizes its community and the values they hold dear.