In the rapidly evolving landscape of digital art and technology, Procreate—a prominent illustration app for iPad—has made a bold declaration rejecting the integration of generative artificial intelligence into its platform. This announcement, made in August 2024, has ignited a heated debate among creators and tech enthusiasts alike, pitting traditional artistic values against the relentless tide of technological innovation.

At the core of Procreate’s stance is a deep-seated belief that the essence of creativity is fundamentally human, a principle the company suggests is increasingly jeopardised by generative AI tools, which have been built on questionable ethical foundations. In a striking video posted on social media, CEO James Cuda articulated his discontent with AI, describing it as “ripping the humanity out of things.” According to the company, their refusal to incorporate generative AI stems from significant concerns regarding its impact on artists and the broader creative industry. Procreate criticises generative AI for its reliance on existing artworks, often appropriated without consent or compensation, thus raising serious ethical questions surrounding intellectual property and artistic integrity.

The creative community has long deliberated the implications of AI in art, with many artists expressing fears that the widespread adoption of such tools could undermine the opportunities available to human creators. Procreate’s website amplifies this sentiment, labelling generative AI as technology “built on a foundation of theft” that threatens to lead the art world into a “barren future.” This rhetoric resonates deeply with a substantial portion of digital artists, who believe that the process behind creating art—the painstaking development of skills and personal expression—could be devalued through the adoption of AI technologies.

Procreate’s decision also serves as a strategic positioning in an industry increasingly filled with AI-enhanced tools. While competitors such as Adobe have embraced AI, augmenting features in applications like Fresco, Procreate is doubling down on its commitment to human-centric design. This tactical move has gained substantial traction amongst users who appreciate the app’s dedication to preserving the craft of digital illustration over merely following technological trends. As reported by Creative Bloq, this bold stance not only defies the norm but also reinforces a growing community of artists keen to prioritise the artistic process.

The larger discourse on the backlash against AI in creative sectors has been invigorated by Procreate’s resolute rejection of generative AI. Many artists, reflecting on their own apprehensions, have praised Procreate for standing by their shared values, especially during a time when trust in technology companies is precarious due to privacy and ethical concerns. With a user base exceeding 30 million, encompassing both professionals and amateurs, Procreate is often viewed as a haven for authentic creativity in an industry grappling with rapid technological shifts.

However, not all voices sing in harmony with Procreate’s resolute position. Critics argue that AI can be utilised as a tool for inspiration and efficiency, functioning similarly to how digital brushes or undo functions revolutionised the art-making process in previous decades. Yet Procreate remains steadfast, casting itself as a valiant defender of human creativity amid the overwhelming tide of automation and technological advancement. This anti-AI pledge has sparked dialogue within the industry about the ethical responsibilities of tech companies in shaping the future of art.

Looking to the future, Procreate’s refusal to incorporate generative AI might redefine perceptions surrounding digital art tools and their development. By standing firm against generative AI, the company challenges the prevailing notion that technological progress must come at the cost of human creativity. This decision could encourage other developers to prioritise ethical considerations in their products, ultimately shifting industry standards.

For now, Procreate represents a beacon for those advocating that creativity is an inherently human endeavour. While the future of digital art will undoubtedly continue to evolve, Procreate’s stance has undeniably ignited a critical dialogue regarding the very soul of art in the digital age.

Reference Map:

Source: Noah Wire Services