On Sunday, Procreate announced that it will not incorporate generative AI into its popular iPad illustration app. The decision comes in response to an ongoing backlash from some parts of the art community, which has raised concerns about the ethical implications and potential consequences of AI use in creative industries.
“Generative AI is ripping the humanity out of things,” Procreate wrote on its website. “Built on a foundation of theft, the technology is steering us toward a barren future.”
In a video posted on X, Procreate CEO James Cuda laid out his company’s stance, saying, “We’re not going to be introducing any generative AI into our products. I don’t like what’s happening to the industry, and I don’t like what it’s doing to artists.”
Cuda’s sentiment echoes the fears of some digital artists who feel that AI image synthesis models, often trained on content without consent or compensation, threaten their livelihood and the authenticity of creative work. That’s not a universal sentiment among artists, but AI image synthesis is often a deeply divisive subject on social media, with some taking starkly polarized positions on the topic.
Cuda’s video strongly opposes generative AI, elucidating his disapproval in a forthright statement:
“You’ve been asking us about AI. You know, I usually don’t like getting in front of the camera. I prefer that our products speak for themselves. I really despise generative AI. I’m concerned about its effects on the industry and on artists. We won’t incorporate generative AI into our products. Our products are crafted with the intention that they will be used by humans to create art. We may not know the final chapters of this narrative, but we are committed to fostering human creativity.”
The argument around generative AI grows louder, particularly among vocal artists, as its integration into various products continues. Adobe, a leading name in illustration tools, attempts to sidestep ethical issues by training its Firefly AI on legally sourced content, though doubts persist among some artists. Its software, Adobe Photoshop, now encompasses a Generative Fill tool devised through image synthesis, while the brand also explores video synthesis.
The discontent with synthesizing images and videos impacts not just software creators but hardware makers too. Both Wacom and game producer Wizards of the Coast have apologized following backlashes for using AI in their promotions. Moreover, Toys “R” Us triggered a controvery with their first AI-generated advert. As companies continue to weigh the benefits against the ethical dilemmas of generative AI, the technology remains contentious.
So far, Procreate’s anti-AI announcement has been met with a largely positive reaction in replies to its social media post. In a widely liked comment, artist Freya Holmér wrote on X, “This is very appreciated, thank you.”
This story originally appeared on Ars Technica, a trusted source for technology news, tech policy analysis, reviews, and more. Ars is owned by WIRED’s parent company, Condé Nast.
Some of the more outspoken opponents of image synthesis also replied favorably to Procreate’s move. Karla Ortiz, who is a plaintiff in a lawsuit against AI image-generator companies, replied to Procreate’s video on X, “Whatever you need at any time, know I’m here!! Artists support each other, and also support those who allow us to continue doing what we do! So thank you for all you all do and so excited to see what the team does next!”
Artist R. J. Palmer, who stoked the first major wave of AI art backlash with a viral tweet in 2022, also replied to Cuda’s video statement, saying, “Now thats the way to send a message. Now if only you guys could get a full power competitor to [Photoshop] on desktop with plugin support. Until someone can build a real competitor to high level [Photoshop] use, I’m stuck with it.”
A number of advocates for AI responded to the post on X, including AI-enhanced artist Claire Silver, who utilizes generative AI as a tool for accessibility. Silver commented on X, stating, “Most of my early work is made with a combination of AI and Procreate. 7 years ago, before text to image was really even a thing. I loved Procreate because it used tech to boost accessibility. Like AI, it augmented traditional skills to allow more people to create. No rules, only tools.”
The debate over AI in art remains contentious, but reinforcing human-centered creativity could serve as a successful differentiated marketing strategy for Procreate, which ranks behind the creative app behemoth Adobe. While some prefer AI tools, a diverse ecosystem of apps allows individuals to choose based on personal ethics.
Procreate’s cautious approach towards AI could alienate some users—especially if the company decides to integrate generative AI later, necessitating a reversal of its current stance. However, Procreate stands by its choice: “In this technological rush, this might make us an exception or seem at risk of being left behind,” Procreate stated. “But we see this road less traveled as the more exciting and fruitful one for our community.”
This story originally appeared on Ars Technica.
