India a critical market, home to lots of teams building AI innovations: Adobe

Mumbai, India is a "critical" market that has helped software major Adobe's agentic artificial intelligence (AI) innovations over the last two years, a senior executive has said.

India stands out as a "critical" market both because of the presence of the engineering talent that does innovative work like on AI, and also as a market where solutions are adopted at scale, Ben Goodman, Adobe President, JAPAC, told PTI recently.

"India is an absolutely critical market -- in terms of engineering, in terms of the customers we get to work with, and in helping us redefine our platforms at scale," he said on the sidelines of the Adobe Summit here.


Stating that the company's presence in the country is second only to its US headquarters, Goodman said in the last two years, India has been very much on the front end of the development of its agentic products, including document cloud platform, adobe studio and express, or in the engineering around our customer experience products.

"A lot of the teams building out AI innovation and these capabilities are based in India, and it has been a focal area for the team in bringing new products to market much faster," he said.

From a market perspective, Goodman termed the most populous country in the world as a "mature" market, not an "emerging" one.

"I no longer look at India as an emerging market. For me, India is a mature market with unprecedented scale, and it teaches us as Adobe and as an industry what a different type of mature market looks like," he said.

One of the changes the company is witnessing in India includes the growth the volume of campaigns organisations need to drive, and the way they rethink their audiences is adapting and evolving daily.

On the creative side, companies like Infosys, Cognizant and LTI, and also Bollywood projects, are using the company's products to generate content at scale, he said, adding that AI can play a role there to complement the work already being done by great actors.