Procreate CEO James Cuda recently promised through a video that the drawing application Procreate will never use generative AI technology. He expressed his dislike for the current state of the industry and its impact on artists.
Procreate is the most popular drawing application on iPad. Two years after its launch in 2011, it won an Apple Design Award, and in 2018 it became the best-selling app overall. Whether professional artists or drawing beginners, those using iPad and Apple Pencil are likely to have purchased Procreate.
Most users support Procreate's stance, considering it a company that truly serves artists. In recent years, AI has brought tremendous impact to many artistic creators. AI companies infringing on web works to train models has become an excuse for businesses to exploit creators.
In contrast, companies like Adobe and Figma have faced controversies over AI features. Against this backdrop, Procreate's decision has resonated strongly.
Procreate has previously gone against the mainstream by refusing to adopt a subscription-based business model. The company has only 40 employees, with annual revenue of about 210 million RMB, operating based on cash flow. This allows Procreate to resist pressure from the market and investors.
Cuda stated that the company is not rejecting AI entirely, but currently refusing generative AI, while still using relatively "traditional" machine learning technologies. He believes that people are the most important asset, and culture is "how we treat each other."
This decision reflects Procreate's attitude towards users and artists, and also explains the company's decision-making logic.