AI-driven creativity to drive India’s digital future, not code: Adobe CEO

Despite the continued strength of India’s $250 billion IT sector, Shantanu Narayen emphasized that AI is reshaping value creation by enabling rapid ideation, design, and innovation, while democratizing content creation and empowering emerging digital entrepreneurs

As conversations about India’s digital future continue to focus on software engineering, Adobe CEO Shantanu Narayen has shifted the spotlight to a different catalyst: creativity empowered by artificial intelligence.

Addressing the audience at WAVES 2025 in Mumbai, Narayen emphasized that India’s next major economic leap will be rooted in creative expression, not just code. He announced Adobe’s initiative to train over 20 million citizens and 500,000 educators in digital creativity through free access to Adobe tools, developed in partnership with government and educational institutions.

“In the era of AI, creativity becomes the true differentiator,” said Narayen. “India’s future growth depends on unlocking the power of imagination and cultural diversity through technology.”

Although India’s $250 billion IT industry continues to thrive, Narayen argued that artificial intelligence is redefining the value landscape—enabling individuals to ideate, design, and innovate at unprecedented speed. He pointed to AI's ability to democratize content creation and foster a new wave of digital entrepreneurs.

AI fuels India’s creator economy

A key part of this transformation, Narayen noted, lies in developing AI systems that reflect India’s multilingual, multicultural identity. These culturally aligned AI models, he said, would not only safeguard India’s digital autonomy but also provide strategic leverage on the global stage.

He further highlighted India’s strengths in mobile adoption, digital payments, and AI expertise, calling it a fertile ground for startups to experiment with AI-powered solutions tailored to local needs. “We’re entering a phase where creative thinking, aided by AI, can redefine how industries operate and how individuals express themselves,” he said.

India’s creator economy is already gaining momentum, with over 100 million active content creators and double-digit growth in freelance design and media services. Affordable internet access and widespread smartphone use are accelerating this trend, especially in Tier 2 and Tier 3 cities.

To strengthen enterprise engagement, Adobe also unveiled a new partnership with Tata Consultancy Services to launch the AI-powered Creative Experience Studio (ACES) in India. The facility will help businesses and public sector organizations integrate AI into creative and communication strategies.