The popular iPad design app has vowed against introducing generative AI tools into its products.
Procreate users can now breathe a collective sigh of relief as the popular iPad illustration app takes a bold and unequivocal stance against the encroachment of generative AI. In a video statement posted to X, Procreate CEO James Cuda declared, “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.”
This declaration has resonated deeply within the creative community, where growing concerns about the rise of generative AI have stirred considerable unrest. The discontent is fueled by two major issues: first, the perception that AI models have been trained on artists’ work without their consent or proper compensation; and second, the fear that widespread adoption of AI technology could severely undermine employment opportunities for digital illustrators and other creatives. These worries have prompted some artists to seek out alternatives to apps that have embraced generative AI, such as Adobe Photoshop.
“Generative AI is ripping the humanity out of things. Built on a foundation of theft, the technology is steering us toward a barren future,” reads a statement on Procreate’s newly launched AI section of its website. “While we recognize the potential of machine learning as a compelling technology, the direction generative AI is taking is not one that aligns with our values.”
Procreate’s stance has not only struck a chord with its user base but has also garnered widespread praise from creatives who are disillusioned with how other companies are integrating generative AI tools. The backlash against AI has been potent: Clip Studio Paint, a major competitor in the illustration app market, recently scrapped plans to introduce image-generation features after its user base reacted with overwhelming disapproval. Similarly, companies like Wacom, known for its drawing tablets, and Wizards of the Coast, the owner of the Magic: The Gathering franchise, have both issued public apologies after inadvertently incorporating AI-generated assets into their products, following intense community pushback.
Even Adobe, which has attempted to navigate the AI waters more cautiously by emphasizing that its Firefly models are trained on licensed or out-of-copyright content, has not escaped criticism. Many creatives feel that Adobe, once a cornerstone for independent artists and creators, has now alienated its core audience by embracing AI. Despite Adobe’s clarifications in June that it doesn’t train AI on user content, the company’s reputation has taken a hit, with a growing perception that it has turned its back on the creative community it once championed.
In stark contrast, Procreate has maintained a reputation for putting creators first. The company’s commitment to a one-time purchase model—priced at an accessible $12.99—stands in opposition to the subscription-based models adopted by Adobe and Clip Studio Paint. Additionally, Procreate’s expansion into animation and plans for a desktop version further solidify its standing as a favorite among digital artists. By taking a firm stand against generative AI, Procreate has only strengthened its appeal to creatives who feel that their options are increasingly limited.
As James Cuda aptly put it, “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.”
Procreate’s bold stance against generative AI may just be the assurance that digital artists need as they navigate an industry increasingly dominated by technology that, for many, threatens the very essence of creativity.
