We’ve seen tech companies like Google, Microsoft, and even Apple rush to build new generative AI features into their products – be it smartphones or professional software. But in this sea of generative AI, one app that refuses to take the plunge is Procreate. For those who don’t know, Procreate is a popular creative tool for iPad and iPhone that many digital artists use to create a wide range of works, including illustrations, graphic design, and paintings, thanks to its extensive brush support and user-friendly design.
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“Creativity is made, not created”: Procreate
Procreate has made it clear that it is against the use of generative AI in creative projects. “We will not introduce generative AI into our products,” said Procreate CEO James Cuds. He also stressed that he is not happy with what is going on in the industry and its impact on artists in general.
In addition, the company has set up a page on its website detailing its anti-AI stance. “AI is not our future,” Procreate’s website states. The company also believes that generative AI “strips things of their humanity” and that it is built on a “foundation of theft.”
“We are here for people. We do not chase technology that poses a moral threat to our greatest jewel: human creativity,” the company said.
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Procreate takes a different stance than other companies
Recently, there have been widespread concerns about how some companies would use creators’ content to improve software. While many of these claims were later clarified, it is still natural that using a creative’s art to train AI will not sit well with many. For this reason, Procreate has made it clear that it does not have access to work that artists create using Procreate. Additionally, it will not track user activity to ensure utmost privacy.
It will certainly be interesting to see how this plays out for the company, but as things stand, this move is appreciated by artists and creatives on social media and will likely continue to appeal to certain people in the future. What this means as a business decision, however, remains to be seen.
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