Adobe Chairman and CEO Shantanu Narayen said Gerative AI (Genai) is enabling Indian creators to transcend traditional media to support a variety of storytelling in imaging, video and design.
Narayen said in a keynote at the “Waves 2025” event here that creativity has changed every industry. He offers a broad view of the country's growing creative economy.
Narayen traces the digital journey from the internet to mobile devices to AI and points to India’s growing role in content creation, with more than 500 million Indians consuming online content and making a significant shift to regional languages.
He stressed that AI is not replacing creativity, but expanding it. “From theatre to the real-time mobile storytelling, creativity is expanding,” said Adobe CEO.
Narayen highlights India’s unique position in building an AI-driven framework, from applications to data infrastructure to data infrastructure, outlining four times the strategy – enhancing creativity and production, innovative business models, leading the workforce of AI skills, and foster entrepreneurs.
“AI is not a replacement for work here; it is a means of ending,” said Richard Kerris, vice president of Chip giant Nvidia.
In a thought-provoking Fireside chat, NVIDIA India Managing Directors Kerris and Vishal Dhupar explore how AI redefines personal computing and creative productivity.
Reflecting on the evolution of the PC era, Dhupar said: “PCs used to sleep after office hours. But humans don't.” He explained how NVIDIA's early vision (imagination of using PCs as a creative companion) resonated in a world powered by AI.
Kerris provides a historical perspective, recalling the complexity of mastering 3D animation in the past. “Now, with generated AI, we can go from idea to creation faster,” he said. However, he warned not to lose contact with the basics: “Just because we all have cameras on our phones doesn’t make all of us great photographers.”
NVIDIA's solution architect Anish Mukherjee focuses on the practical application of AI in media.
Mukherjee demonstrates AI-powered solutions that include converting static images into digital humans, multilingual dubbing and audio-based character animation.
He used NVIDIA's Fugato model to demonstrate AI-generated music and synced voiceovers with the naked eye. He also launched Cosmos, a basic model for video generation and simulation-based training through the Omniverse platform.
“Waves 2025” witnesses the convergence of innovation, creativity and cutting-edge technology, and AI is at the heart of the discourse.
