The backlash against image and video synthesis isn’t just directed at creative app developers. Hardware maker Wacom and game publisher Wizards of the Coast faced criticism and apologized after using AI-generated content in marketing materials. Toys “R” Us also faced negative reactions after releasing an AI-generated commercial. Companies are still struggling to balance the potential benefits of generative AI with the ethical concerns it raises.
Artist and critic response
So far, Procreate’s anti-AI announcement has been met with a mostly positive response in replies to the company’s social media posts. In one much-supported comment, artist Freya Holmér wrote to X, “This is very much appreciated. Thank you so much.”
While there was strong opposition to image synthesis, some reacted positively to Procreate’s actions. Karla Ortiz, a plaintiff in a lawsuit against the AI ​​image generation company, responded to X’s Procreate video with the following: “Please know that I’m here for anything and anytime you need. Artists support each other and those who help us keep doing what we do. I appreciate all your efforts and can’t wait to see what the team does next.”
Artist RJ Palmer, who sparked the first wave of backlash against AI art with his viral tweets in 2022, also responded to Cuda’s video statement, saying, “This is the message to send. I wish we could have a full powered desktop (Photoshop) competitor with plugin support. Until someone makes something that can truly compete with high level (Photoshop) use, I’ll just have to be patient.”
Several pro-AI users also responded to X’s post, including Claire Silver, an AI-augmented artist who uses generative AI as an accessibility tool. She wrote to X, “Most of my early work was created using a combination of AI and Procreate 7 years ago, before the ability to turn text into images existed. I loved Procreate because it was using technology to increase accessibility. As with AI, it’s about extending traditional skills to enable more people to create. There are no rules, just tools.”
AI-based image synthesis remains a highly contentious topic among some artists, so reaffirming support for human-centered creativity could be an effective differentiated marketing strategy for Procreate, currently a weak player in creativity app giant Adobe. While some may prefer to use AI tools, a (ideally healthy) app ecosystem that allows for personal choice in illustration apps allows people to follow their conscience.
Procreate’s anti-AI stance is somewhat risky, as it could polarize some of its user base. And if the company changes its mind about including generative AI in the future, it would have to retract its promise. But for now, Procreate is confident in its decision. “In this tech rush, it may seem like we’re at risk of being the exception or being left behind,” Procreate wrote. “But we believe the road less traveled is the more exciting and fruitful one for our community.”
This story originally Ars Technica.
