MKBHD Weighs In On Procreate CEO's 'Hate Generative AI' Stance: 'Take Notes Adobe...But Wonder If They Ever Bend This Rule Someday'

Renowned tech reviewer Marques Brownlee, better known as MKBHD, recently commented on Procreate’s decision to reject generative AI integration, sparking a lively discussion on the future of digital art tools.

What Happened: On August 20, 2024, Brownlee shared a video post by Procreate, in which the CEO of the popular digital illustration app, James Cuda announced a firm stance against the integration of generative AI into their products.

“I really f****g hate generative AI. I don’t like what’s happening in the industry and I don’t like what it’s doing to artists. We are not going to be introducing any generative AI into our products,” Cuda said, adding that their products are designed with for human creativity and that the team is on “the right path.”

Brownlee noted, “Artists and users on social media celebrate. TAKE NOTES, ADOBE.”

However, he added this stance equates to committing to never introduce generative AI, regardless of its usefulness.

“I wonder if they ever bend this rule someday,” Brownlee wrote.

Bookmark this. Such a fascinating announcement

Procreate CEO gets on camera to make it clear he HATES generative AI, and they will not be integrating it ever into any of their products. Artists and users on social media celebrate. TAKE NOTES, ADOBE

(buuuuut technically this is… https://t.co/9i2w8b0FBG

— Marques Brownlee (@MKBHD) August 19, 2024

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Why It Matters: This announcement comes amid growing concerns within the creative community about the use of AI in digital art tools. The Verge reported that many artists believe that AI models have been trained on their content without consent or compensation, and fear that the widespread adoption of AI could lead to fewer employment opportunities. This has led some digital illustrators to seek alternatives to apps that integrate generative AI tools, such as Adobe Inc. ADBE.

Meanwhile, other tech giants like Adobe and Microsoft Corp MSFT are embracing AI, with Adobe predicting a sales boost from its AI-infused creative products and Microsoft significantly increasing its AI investments.

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Image by Kelly Sikkema via Unsplash

This story was generated using Benzinga Neuro and edited by Pooja Rajkumari