Creative economy to drive job growth, outpacing manufacturing: Adobe CEO
Adobe Systems CEO Shantanu Narayen said in the era of Artificial Intelligence (AI), unmatched talents are thriving in the global ecosystem
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Adobe Systems CEO Shantanu Narayen said he is truly convinced that India's creator economy will employ more people compared to the manufacturing sector in the future. During the first-ever World Audio Visual Entertainment Summit (WAVES), Narayen said in the era of Artificial Intelligence (AI), unmatched talents are thriving in the global ecosystem, and added, "I really believe that India's creative economy can be poised to employ more people than the manufacturing economy".
This week, Adobe launched a free app called "Content Authenticity" to protect the work of digital creators and respecting intellectual property. Narayen, during the event, said, "We are now championing something called Content Credentials which supports the adoption of an artificial AI rights framework that will safeguard your originality and ensure transparency in this new era of Generative AI".
"Creators can choose what attribution information gets attached to their digital work with Content Credentials — including their verified name (powered by Verified on LinkedIn) and links to social media accounts (Behance, Instagram, LinkedIn, and X). Attaching this information helps creators receive proper attribution for their work and build connections with those who engage with their work online," Adobe mentioned.
Further, Narayen said India has always been a significant player in the field of creativity, from print to revolutionizing storytelling to photos, audio, and videos, as well as through social media.
He added that that Adobe has helped in building software which has helped in empowering creators, students, and teachers. "We are proud to be part of the platform that is going to deeply invest in skills and education through partnerships with the Indian Institute of Creative Technology, Pratham, TCS as well as Vijay".
The 4-day WAVES Summit is being hosted in Mumbai by the Government of India in Mumbai, Maharashtra. It is touted to be a milestone event for the Media & Entertainment (M&E) sector. WAVES is set to magnify India’s creative strength, amplifying its position as a hub for content creation, intellectual property, and technological innovation. Industries and sectors in focus include Broadcasting, Print Media, Television, Radio, Films, Animation, Visual Effects, Gaming, Comics, Sound and Music, Advertising, Digital Media, Social Media Platforms, Generative AI, Augmented Reality (AR), Virtual Reality (VR), and Extended Reality (XR).
