Procreate Takes a Stand: The Popular Illustration App Rejects Generative AI, Backing Artists in the Ethical Debate

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A Well-Liked Drawing App for iOS Declines Generative AI Integration

Procreate, on Sunday, made it known that it’s choosing not to blend generative AI technology into its widely-used illustration application for iPad. This choice is a reaction to the growing criticisms from certain segments of the artistic community, which have voiced worries regarding the moral issues and possible impacts of employing AI within creative sectors.

Procreate expressed on its website, "Generative AI is stripping away the essence of humanity. Founded on principles of appropriation, this technology is guiding us towards a desolate future."

In an uploaded clip on platform X, the head of Procreate, James Cuda, shared the company's position, stating, "We have decided against incorporating any form of generative AI into our offerings. The direction the industry is taking and its impact on artists doesn't sit well with me."

Cuda shares a concern common among certain digital creators, worried that AI-driven image creation tools, which frequently use materials without permission or remuneration, endanger their income and the originality of artistic contributions. Although not all artists share this viewpoint, the issue of AI image generation tends to spark heated debates on online platforms, leading to sharply divided opinions among the community.

Cuda's video capitalizes on this divide, delivering a strong message that opposes generative AI. Here's what his statement says:

Many of you have been curious about our stance on AI. Personally, being in the spotlight isn't my thing. I much prefer our work to do the talking. To put it bluntly, I have a strong disdain for generative AI. The direction it's taking the industry and its impact on creative professionals is troubling to me. Therefore, you won't see us incorporating generative AI into our offerings. Our ethos is centered around crafting products that inspire and facilitate human-led creation. The future of this narrative is uncertain, but we're confident that championing human artistic endeavor is the correct course.

Discussions around the use of generative artificial intelligence have grown more heated, particularly among vocal members of the artist community, in response to its increasing incorporation into various corporate offerings. Adobe, a leading provider of illustration software, has attempted to sidestep ethical issues by developing its Firefly AI models using content that is either licensed or in the public domain. Despite these efforts, a number of artists continue to express doubts. Adobe Photoshop now features a Generative Fill option that utilizes image synthesis technology, and the firm is further exploring the potential of video synthesis models.

Criticism of image and video synthesis extends beyond app creators to include other sectors. Both Wacom, a hardware producer, and Wizards of the Coast, a video game company, have come under fire and have had to apologize for incorporating AI-generated content in their promotional efforts. Furthermore, Toys "R" Us encountered backlash following the launch of a commercial created by AI. Businesses are navigating the challenge of leveraging the advantages of generative AI while addressing the ethical issues it presents.

Response from the Artistic Community

The declaration against AI by Procreate has, up to this point, received overwhelmingly favorable feedback in the comments section of its online announcement. Artist Freya Holmér, in a comment that received significant support on X, expressed her gratitude by saying, "This is very appreciated, thank you."

This article was first published on Ars Technica, a reputable platform for news on technology, analysis on tech regulations, critiques, among other topics. Ars Technica is a subsidiary of Condé Nast, the same corporation that owns WIRED.

Several vocal critics of image creation technology responded positively to Procreate's action. Among them, Karla Ortiz, a litigant in a legal action against AI image-generating firms, expressed her support in response to Procreate's announcement on X. She stated, "I'm always here for whatever you need! Artists back one another, and we also stand behind those who enable us to keep pursuing our passion! So, a huge thanks for everything you do, and I can't wait to see what comes next from the team!"

R. J. Palmer, the artist who ignited significant controversy over AI art with a widely-shared tweet in 2022, also responded to Cuda's video announcement. He praised the approach, stating, "That's how you make a statement. If only there were a true alternative to [Photoshop] on desktops that supports plugins. I'm bound to using it until there's a genuine rival that matches [Photoshop]'s advanced capabilities."

Several supporters of artificial intelligence engaged with the post on X, among them was the AI-enhanced artist Claire Silver, who incorporates generative AI into her art as a means of improving accessibility. On X, she shared, "A lot of my initial creations were produced using both AI and Procreate, long before the concept of text-to-image had gained any real traction, about 7 years ago. I was drawn to Procreate for its ability to enhance accessibility through technology. Similar to AI, it supplemented traditional skills, enabling a broader range of individuals to be creative. There were no limitations, only instruments."

As the debate around AI-generated imagery remains a contentious issue for numerous artists, Procreate could strengthen its position in the market by emphasizing its commitment to creativity driven by humans. This strategy might help it stand out from its larger competitor, Adobe. While there are individuals who lean towards utilizing AI for creative tasks, having a diverse range of illustration apps that respect personal preferences allows users to make decisions aligned with their ethical views.

Procreate's decision to oppose AI integration carries a certain level of risk, as it could potentially divide its user community. Moreover, should the company decide to embrace generative AI later on, it would need to retract its current commitment. Nonetheless, Procreate remains steadfast in its choice, stating, “Amidst the rapid advancement of technology, our stance might make us an outlier or give the impression that we're falling behind. However, we believe that taking this less conventional path will prove to be more rewarding and thrilling for our community.”

This article was first published on Ars Technica.

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