GenAI Empowers Indian Creators to Break Traditional Barriers: Adobe CEO
At the WAVES 2025 event, Adobe Chairman and CEO Shantanu Narayen emphasized the transformative impact of Generative AI (GenAI) on India’s creative landscape. Highlighting the shift from traditional to AI-enhanced content creation, Narayen stated that GenAI is empowering Indian creators to transcend conventional mediums, unlocking new avenues for storytelling across imaging, video, and design.
“From cinema to real-time mobile storytelling, the creative potential is expanding,” Narayen noted in his keynote, pointing out that creativity is now an integral driver across every industry. Tracing India’s digital evolution from the internet to mobile and now AI he underscored the country’s growing influence in the global creative economy, bolstered by over 500 million content consumers and a significant tilt towards regional languages.
Importantly, Narayen clarified that AI is not a replacement for creativity but an amplifier. He introduced Adobe’s four-fold strategy to harness AI’s potential: supercharging creativity and production, innovating business models, nurturing an AI-skilled workforce, and fostering entrepreneurship.
Joining the conversation, Richard Kerris, Vice President at Nvidia, echoed similar sentiments. “AI isn’t here to replace jobs; it’s a means to an end”, he said during a fireside chat with Vishal Dhupar, Managing Director of Nvidia India. Reflecting on the evolution of personal computing, Dhupar remarked, “PCs used to sleep after office hours. But humans don’t”, hinting at how AI is transforming PCs into constant creative collaborators.
Kerris offered a historical perspective on creative technology, noting the complexity of mastering 3D animation in the past. “Now, with GenAI, we can move from idea to creation much faster,” he said, while cautioning that access to tools alone doesn’t guarantee excellence: “Just because we all have a camera doesn’t make us great photographers”.
Anish Mukherjee, Solutions Architect at Nvidia, demonstrated practical uses of GenAI, including converting static images into digital humans, generating multilingual voiceovers, and enabling character animation from audio. He showcased Nvidia’s Fugato model for music creation and realistic dubbing, along with Cosmos, a foundational video generation model within the Omniverse platform.
WAVES 2025 highlighted the fusion of innovation, AI, and creativity placing India at the forefront of the next digital revolution.
