Why does the rejection of artificial intelligence affect creative tools?

By Asa Hicken
Ad Age technology columnist

Procreate, a design platform used by creatives, is the latest company to issue restrictions around AI, indicating how anti-AI sentiment is gaining traction in corners of the marketing world.

But what started out as a statement of company policy on social media quickly morphed into something bigger. Creators came out with thousands of comments and quote-tweets that included harsh criticism of another design platform, Adobe, which has gone all-in on AI. The viral venting session, which has nearly 22,000 retweets and 7,000 replies as of this writing, comes at a time of ongoing conflict between the community that the advertising industry relies on and the advanced tools that promise to empower it.

“The tension is about the uncertainty of where this will end,” said Bas Corsten, global creative director of innovation and creative director (EMEA) at VML, referring to the many ways in which AI could evolve and is already being used to replace human labor.

Fearing retaliation from consumers who see the increase as negative, brands like L’Oréal and Dove have banned the use of AI in specific use cases, including human representation. Others are requiring blanket restrictions in their contracts with partner agencies. In response to the uproar, some vendors, like Google, have restricted what their models can do.

The popular design platform’s tough stance reflects a new dimension in this pushback against AI. Procreate primarily offers digital drawing tools, which creators have used for various marketing purposes. Apple recently ran outdoor advertisements at the Paris Olympics that were designed using Procreate. And blockbuster movies, including “Logan” and “Blade Runner 2049,” have released marketing materials created using the platform. Procreate did not respond to a request for comment.

On Sunday, Procreate CEO James Cuda posted a 40-second video on X announcing that the company would not be incorporating AI into its products.

“We really hate generative AI,” the video says. “We don’t like what’s happening in the industry and we don’t like what they’re doing to artists.”

Coda’s position reflects the heightened tensions in manufacturing companies, fueled by new tools like OpenAI’s Sora that could threaten their jobs. According to Kursten, the creative community’s fears of automation are exacerbated by the prevailing view that AI-generated work is boring and unimpressive.

In fact, more than half of consumers can tell when AI has been used to create content, according to a study published this week by Digitas and Vox Creative. About 65% of creators also said that AI erodes creativity and makes content seem the same.

These sentiments can have a real impact on the types of tools that creators use. As evidenced by the outpouring of support for Procreate’s anti-AI stance, the platform appears to have boosted its reputation in the eyes of the creative community.

“If you want something unique, use Procreate,” said Angel Gallo, art director at digital agency The KA Consulting Group. “If you’re looking for something easy and fast, use AI tools.”

Adobe under fire

But while Procreate’s reputation has benefited, Adobe has come under fire. The design giant has been widely accused of embodying the antithesis of Procreate’s automation-free policy.

Noted technology critic Marques Brownlee chimed in, saying, “Take notes, Adobe.”

Adobe did not provide any comment on this story by deadline.

Over the past year and a half, the design giant has been active in deploying generative AI capabilities through platforms like Adobe GenStudio and its own image model Firefly. These offerings have been used in the marketing world to drive brand refresh and drive personalization in ad campaigns.

But Adobe’s efforts have largely frustrated many creators who believe AI is hurting creativity. That frustration, Gallo said, appears to be helping Procreate carve out a niche as a platform that prioritizes human artists.

However, VML’s Korsten isn’t convinced that Procreate actually benefits in the long run from its anti-AI stance or Adobe’s subsequent removal.

“I think it’s pointless: AI is not going away,” he said.

Despite the skepticism of many creators commenting on social media, Adobe has tried to establish itself as a relatively trustworthy AI provider. It has said several times that it only trains its models using licensed content, compared to models like GPT-4 that pull data from all sorts of sources.

However, Korsten sees the fatigue reflected in the creative community as a sign that a conversation is needed to realign incentives and ensure that AI doesn’t advance too quickly for its own good.

There is room for both. [Adobe y Procreate] “He said, ‘Here we have control, let’s not forget that.’”