The backlash against image and video fusion isn’t just focused on creative app developers. Hardware maker Wacom and game publisher Wizards of the Coast have faced criticism and issued apologies after using AI-generated content in their marketing materials. Toys “R” Us also faced backlash after debuting an AI-generated ad. Companies are still struggling to balance the potential benefits of generative AI with the ethical concerns it raises.
Artists and critics react
So far, Procreate’s anti-AI message has been met with a largely positive reaction in responses to the social media post. In a well-liked comment, artist Freya Holmer wrote to X, “This is much appreciated, thank you.”
Some of the more outspoken opponents of image synthesis have also responded positively to Procreate’s move. Carla Ortiz, who is a plaintiff in a lawsuit against AI imaging companies, responded to X’s Procreate video, “Whatever you need anytime, know I’m here!! Artists support each other and so do those who allow us to keep doing what we do! So thank you for all you do and I’m excited to see what the team does next!”
Artist RJ Palmer, who sparked the first major wave of AI backlash with a viral tweet in 2022, also responded to Cuda’s video statement, saying: “This is the way to send a message. Now if you could only get a full power competitor [Photoshop] on desktop with plug-in support. Until someone can build a real high level competitor [Photoshop] use, I stuck with it.’
Several pro-AI users also responded to the X post, including AI-augment artist Claire Silver, who uses generative AI as an accessibility tool. She wrote on X: “Most of my early work was done with a combination of AI and Procreate. 7 years ago, before text to image was really a thing. I liked Procreate because it used technology to improve accessibility. Like AI, it has increased trade skills to allow more people to create. There are no rules, only tools.”
As AI image synthesis continues to be a hot topic among some artists, reaffirming support for human-centric creativity could be an effective differentiating marketing move for Procreate, which is currently an underdog to creativity app giant Adobe . While some may prefer to use AI tools, in an (ideally healthy) app ecosystem with personal choice in illustration apps, people can follow their conscience.
Procreate’s anti-AI stance is a bit risky, as it could also polarize some of its user base — and if the company changes its mind about including generative AI in the future, it would have to renege on its promise. But for now, Procreate is confident in its decision: “In this technology frenzy, it could make us an exception or appear to be at risk of being left behind,” Procreate wrote. “But we see this road less traveled as more exciting and rewarding for our community.”
This story originally appeared on Ars Technica.
