Tech CEO Admits That He “Really F*cking Hates” Generative AI

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Acclaimed iPad digital painting app Procreate is declining to incorporate generative AI into its platform — and its CEO isn’t mincing words.

“I fucking hate generative AI,” Procreate CEO James Cuda said in a brief company video posted yesterday to Procreate’s official X (formerly Twitter) account.

“I don’t like what’s happening in the industry, and I don’t like what it’s doing to artists,” Cuda continued. “We’re not going to be introducing any generative AI into our products.”

Standing Apart from the Industry

Procreate’s stance sets it apart from other design and graphics companies, such as Adobe and Figma, that have chosen to embrace generative AI tools. Online responses suggest the company’s firm position resonates strongly with its artist-driven user base.

“This is leadership,” one commenter responded. “This is an innovator.”

“It’s amazing to see a company actually respecting its user base,” added another. “Incredible stuff.”

“Procreate I could kiss you,” wrote a third.

We’re never going there. Creativity is made, not generated.
You can read more at https://t.co/9Fgh460KVu ✨ #procreate #noaiartpic.twitter.com/AnLVPgWzl3

— Procreate (@Procreate) August 18, 2024

Ethical Lines

Procreate reinforces its anti-AI position on its website. On a dedicated AI page, the company declares that “AI is not our future.”

“Creativity is made, not generated. 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 page continues. “We’re here for the humans.”

Beyond ethical considerations, avoiding generative AI may also offer legal advantages. Just last week, a group of artists secured a partial victory in a lawsuit against Stability AI and Midjourney. A judge ruled that the case — in which the artists argue that the companies used copyrighted artwork to train AI models that threaten their livelihoods — can proceed, despite some claims being dismissed.

In an industry where generative AI is increasingly displacing human jobs, Procreate’s clear ethical stance stands out. At minimum, the company appears to be listening to its customers, many of whom do not want their work absorbed into AI training datasets for commercial use.

“Now THIS is how a company for artists supports artists!” one user wrote in response to the video. “By respecting and empowering them, NOT by taking advantage of them!”

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