India's Next Economic Boom Lies in Creativity, Not Software: Adobe CEO

By siliconindia  |  Thursday, 01 May 2025, 02:18:34 PM IST

India's Next Economic Boom Lies in Creativity, Not Software: Adobe CEO
India’s next major economic boom will not stem from its well-established software industry, but from the burgeoning world of creativity supercharged by artificial intelligence according to Adobe CEO Shantanu Narayen.
Speaking at the inaugural World Audio Visual and Entertainment Summit (WAVES) held at Mumbai's Jio World Centre, Narayen highlighted the immense employment potential of India’s creative sector. “Bharat ka agla boom in economy will not be in software but in creativity”, he declared, emphasizing how AI is transforming creative workflows and opening up unprecedented opportunities for creators across the country.
The four-day WAVES summit, featuring top voices from the global media and entertainment industry, aims to amplify India's Rs 2.5 lakh crore entertainment sector. Narayen noted that Adobe, over the past 40 years, has been instrumental in the creation of over 20,000 magazines and countless videos globally. He stressed that creativity powered by AI is now seeing incredible momentum in India, and holds the capacity to employ more people than the manufacturing sector.
As part of a broader vision to establish India as the creativity capital of the world, Narayen affirmed Adobe’s commitment to supporting Prime Minister Narendra Modi’s mission. The company will invest in large-scale skilling initiatives in partnership with the Ministry of Information and Broadcasting, aiming to reach 2 crore students and 5 lakh teachers. These efforts will be carried out in collaboration with institutions such as the Indian Institute of Creative Technology (IICT), Pratham, Tata Consultancy Services (TCS), and Jio.
In a key move to elevate Indian talent globally, Adobe also announced the 'Creator Challenge' under the WAVES platform. Additionally, Narayen revealed ongoing efforts with the Indian government to safeguard intellectual property rights in the age of generative AI through the implementation of 'content credentials', ensuring transparency and originality.
Information and Broadcasting Minister Ashwini Vaishnaw, also present at the event, announced that seven tech giants Google, Adobe, Nvidia among them are working with the government to establish the IICT. Modeled after IITs and IIMs, the institute will be a dedicated hub for nurturing talent in the media and entertainment industry, with Rs 400 crore funding from the Centre and land support from the Maharashtra government.

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