Powering India’s Creative Boom with AI

By Pickle May 2, 2025

Shantanu Narayen, CEO of Adobe, stood at WAVES 2025 as a champion of India’s transformation into “the world’s next creative superpower.” His address at the Jio World Centre spotlighted how digital tools and generative AI are fueling India’s creative boom, with over 100 million content creators and 500 million OTT consumers driving the charge.

Narayen showcased Adobe’s Firefly AI models, which empower creators to produce, edit, and personalize content at unprecedented scale. But his vision went beyond technology—he emphasized ethical AI as the cornerstone of sustainable growth. “Content authenticity and creator attribution are non-negotiable,” he asserted, outlining a future where innovation respects artistic integrity.

With India’s digital infrastructure and youthful energy, Narayen sees the country not just consuming content but shaping global culture. His message at WAVES was unequivocal: India’s creative potential, supercharged by tools like Adobe’s, is ready to redefine storytelling for the world.