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“Creativity is made, not generated” – Procreate CEO defies industry trend, vows “no generative AI” will be included in its products
“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 plays on that polarization with clear messaging against generative AI. His statement reads as follows:
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 fucking hate generative AI. 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 out products. Our products are always designed and developed with the idea that a human will be creating something. You know, 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 supporting human creativity.
So far, Procreate’s anti-AI announcement has been met with a largely positive reaction in replies to its social media post. Procreate’s stance is slightly risky because it might also polarize part of its user base—and if the company changes its mind about including generative AI in the future, it will have to walk back its pledge. But for now, Procreate is confident in its decision: “In this technological rush, this might make us an exception or seem at risk of being left behind,” Procreate wrote. “But we see this road less traveled as the more exciting and fruitful one for our community.”
CEO James Cuda – “I really f—ing hate generative AI.”
A HOT POTATO: Despite a lot of public opinion being against the use of generative AI and companies force-feeding the tech into our mouths, most firms believe not embracing it is commercial suicide. However, the widely used iPad design app Procreate is taking an opposing stance: not only has it vowed never to add generative AI features to its products, but CEO James Cuda has also announced that “I really fuc**ng hate generative AI.”
The use of generative AI to create images and art has drawn the ire of artists angry that their work is being used to train the systems without their knowledge, consent, or accreditation. The fact they don’t get paid for enabling something that could put them out of a job isn’t lost on them, either.
