‘I really f***ing hate it’: Procreate CEO slams use of generative AI, says ‘AI not our future’

Popular digital illustration app Procreate has vowed to never incorporate generative AI into its products, drawing praise from many artists and digital creators.
In a video statement posted on social media, Procreate CEO James Cuda did not mince words about his views on generative AI: “I really f***ing hate generative AI. I don’t like what’s happening in the industry, and I don’t like what it’s doing to artists.”
Cuda emphasised that Procreate’s products are “always designed and developed with the idea that a human will be creating something.” He stated firmly that the company is “not going to be introducing any generative AI into our products.”
On its website, Procreate further explained its position: “Generative AI is ripping the humanity out of things.Built on a foundation of theft, the technology is steering us toward a barren future.”

The company acknowledged that eschewing generative AI could put it at a competitive disadvantage, but said it sees “this road less travelled as the more exciting and fruitful one for our community.”
Many digital artists and illustrators have expressed concerns about generative AI, fearing it could reduce employment opportunities and that AI models are often trained on artists’ work without permission or compensation. Procreate’s stance appears to resonate with these concerns.
“We’re here for the humans,” Procreate stated. “We’re not chasing a technology that is a moral threat to our greatest jewel: human creativity.”
The announcement has garnered widespread praise from creatives online. It stands in contrast to other digital art companies that have faced backlash for introducing AI features, like Adobe and Clip Studio Paint.
While acknowledging uncertainty about the future, Cuda expressed confidence in Procreate’s approach: “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.”