Humble Beginnings
Procreate launched with humble beginnings in 2011 for Apple iPad devices. being inspired by the capabilities of the original iPad during Apple’s presentation, the company based in Australia set out to make the best drawing experience for the hardware. Now, after years of consistent updates that add features for artists, several applications that support animation and portable drawing, Procreate stands as one of the essential applications for the iPad and has become an industry standard for creative’s in industry.
Human-First Approach
In addition to being a pioneer of software in the creative industry, Procreate has also become a pillar of support for artists and designers. This couldn’t be more clearly demonstrated than with their most recent stand against Generative AI.
Amidst the every growing concerns with Generative AI’s impact on artists and creative industries Procreate CEO James Cuda put out a statement strongly positioning the software company’s position on its stance.
With other creative software companies such as Adobe, implementing Generative AI in their products, artists became sceptical of the its purpose: Whether it was truly a tool for creatives, or a tool for Adobe to collect user data through their subscription process.
In response, Cuda doubles down on Procreate’s human-first approach, listening the artists and professionals when deciding what they most uphold, it’s users’ or technological trends.
Championing Creatives
Having used Procreate’s applications and services for more than 10 years, it has remained a constant medium in my creative process for many projects.
Through this exploration of their history and values as a business, it has provided compelling encouragement for my business to make a firm stance on human creativity amidst concerns for generative AI. It emboldens my business’s values of supporting the interests of artists and designers and provides a reason for people to support the business, based on cultural and technological factors.
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