--- title: "Tech CEO Admits That He “Really F*cking Hates” Generative AI" description: "The iPad-focused design app Procreate is declining to incorporate generative AI into its platform — and its CEO isn't mincing words." date: "2024-08-21" modified: "2024-08-21" authors: - name: "Maggie Harrison Dupré" job_title: "Senior Staff Writer" link: "https://futurism.com/authors/mharrison" url: "https://futurism.com/the-byte/tech-ceo-really-hates-generative-ai" categories: - "Artificial Intelligence" tags: - "ai art" - "ai-generated content" - "copyright" - "the digest" --- # Tech CEO Admits That He “Really F\*cking Hates” Generative AI ![The iPad-focused design app Procreate is declining to incorporate generative AI into its platform — and its CEO isn't mincing words.]() *\Image: Futurism\* ## Clear Cut 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." Procreate's AI dissension separates it from other design and graphics companies, like Adobe and Figma, that have chosen to embrace generative AI tools. And based on the responses online? The company's hardline turn away from broader industry trends is resonating with its artist-driven user base. "This is leadership," one commenter [reponded](). "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]() another. https://twitter.com/Procreate/status/1825311104584802470 ## Ethical Lines Procreate doubles down on its anti-AI position on its website, where, [on a dedicated AI webpage]() it 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." On the one hand, there could definitely be some preemptive legal benefits to side-stepping generative AI for now. Just [last week](), a group of artists were awarded a victory in a lawsuit filed against the AI image-generating companies Stability AI and Midjourney, with a judge ruling that the suit — in which the artists [argue that Stability and Midjourney used stolen, copyrighted artwork]() to train an AI model that ultimately threatens their jobs — would be allowed to continue, albeit with a few claims dismissed. But possible legal messiness aside, it feels notable that in an industry where humans are [losing jobs to generative AI programs](), Procreate appears to be drawing a sharply ethical line in the sand. Or, at the very least, just listening to their customers — who shockingly might not want to see their life's work swallowed up into an AI dataset for commercial purposes. "Now THIS is how a company for artists supports artists!" one happy artist [wrote]() in response to the company's video. "By respecting and empowering them, NOT by taking advantage of them!" **More on AI and artists:** [*New Tool Lets Artists "Poison" Their Work to Mess Up AI Trained on It*]() ## Author At Futurism, I've reported extensively on the rise of AI as a cultural and business force shaping the media industry, and more broadly how those dynamics are changing how we all consume and share information and relate to one another. I'm also fascinated by public health policy and ethics, the role of emerging tech in politics and governance — and the powerful people and forces at those intersections — climate change, and the environment. My investigation on Sports Illustrated's use of AI-generated authors with fictional biographies won a 2024 Mirror Award for "Best Story on Media Coverage of Artificial Intelligence in Journalism and the Media" from Syracuse University's SI Newhouse School, I contributed to Niemen Lab's 2025 Predictions for Journalism series, and I've discussed my work for Futurism during appearances on NPR, CNN, the BBC, the CBC, and more. I grew up in rural Pennsylvania and attended the University of Massachusetts Amherst, where I played Division I field hockey for the Minutewomen as a midfielder. Since then, I've lived in New Orleans, Louisiana and Manhattan, New York. I spend my free time running, reading, perusing archival fashion, and searching for the world’s best negroni. I also have a debonair tuxedo cat, Westley, who's named after "The Princess Bride." ### Author social links [Bluesky]()