At the inaugural World Audio Visual Entertainment Summit (WAVES) in Mumbai, Adobe CEO Shantanu Narayen emphasized the rising power of India’s creator economy, stating that the next unicorns will be creators and artists, not just apps.
Narayen highlighted that over 100 million Indian content creators are shaping the country’s digital landscape, with freelance creator growth rising 10% annually over the last decade. He predicted that the creator economy could eventually employ more people than the manufacturing sector, driven be generative AI and hyper-localized content.
Calling India a potential global leader in ethical AI, Narayen underlined the need for safeguarding originality in the AI age. To support this, Adobe has launched the free “Content Authenticity” app, allowing creators to attach Content Credentials to their work – such as verified identities and social media links – ensuring transparency and attribution.
“Creators should have control over their work, and these tools will protect their intellectual property while building trust online,” he said.
Narayen also spotlighted Adobe’s role in empowering Indian students, teachers, and professionals through tools and partnerships with institutions like the Indian Institute of Creative Technology, Pratham, and TCS.
WAVES, hosted by the Indian government, positions India as a global creative hub, focusing on sectors like film, gaming, animation, social media, and extended reality. Narayen concluded by reaffirming Adobe’s commitment to education, skills development, and supporting India’s digital storytelling revolution.
