India’s creative economy to lead next growth wave, says Adobe CEO at Waves Summit

India’s next phase of economic growth will be “driven by creativity, not code,” as generative AI reshapes storytelling, content creation, and digital production, said Shantanu Narayen, CEO, Adobe Systems.

“AI is accelerating and expanding the creative aperture even further across ideation, creation and production. In fact we think that the next unicorns won't be applications, they'll actually be creators and artists,” he said at the World Audio Visual and Entertainment Summit (WAVES) Summit 2025 in Mumbai on Thursday.

“Today there are over 100 million content creators in India, which is reflecting a 10% growth in freelance creatives and small design studios over the last decade,” he added.


Citing the rise of regional content, the boom in gaming, and India’s 100 million-strong creator base, Narayen emphasized that AI is enabling hyper-local, real-time content and transforming production workflows in industries like Bollywood and digital marketing.

Narayen also highlighted the need for developing local AI models to create digital sovereignty.

“By training models on Indian cultural, linguistic and historical data we have an opportunity to create new forms of digital sovereignty. Models are the foundation and the important part of differentiation and a competitive advantage,” he said.

Narayen concluded with a call for India to lead the global conversation on ethical AI. “Protecting intellectual property is not just a feature, it’s a philosophy. Through initiatives like Firefly and content credentials, we’re ensuring creators are respected and rewarded.”

At the event, Adobe also announced new partnerships with Tata Consultancy Services (TCS), Accenture, and the Indian Institute of Creative Technology to boost AI-powered creative workflows and upskill students across 50+ design institutions.

“India is a global powerhouse of innovation,” said Abhigyan Modi, Adobe’s SVP & India Country Head, adding that Adobe’s expanded footprint includes 8,500 employees across five campuses, with a third campus coming up in Noida by early 2026.