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Adobe Systems CEO Shantanu Narayen said creators will revolutonize India's digital future. Speaking at the first-ever World Audio Visual Entertainment Summit (WAVES) on Thursday, Narayen highlighted the explosive rise of India’s creator economy, noting that over 100 million content creators are shaping the country’s digital future. He pointed out that freelance creator growth has seen a steady 10% increase over the last decade, and asserted, "Next unicorns won’t be apps—they’ll be creators and artists".

Further, Narayen said he is truly convinced that India's creator economy will employ more people compared to the manufacturing sector in the future. Narayen underscored the significance of generative AI, saying that it is driving hyper localization of content. He said in the era of Artificial Intelligence (AI), unmatched talents are thriving in the global ecosystem.

"India has the opportunity to lead in ethical AI globally," the CEO 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 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".

<a href="https://www.storyboard18.com/how-it-works/indias-me-industry-a-100-billion-opportunity-mukesh-ambani-at-waves-2025-hails-it-as-real-power-64013.htm">India’s M&E industry a $100 billion opportunity: Mukesh Ambani at WAVES 2025 hails it as “real power”</a>

"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.

<a href="https://www.storyboard18.com/how-it-works/waves-iict-to-further-strengthen-mumbais-role-as-key-centre-in-global-creative-ecosystem-ashwini-vaishnaw-64003.htm">WAVES, IICT to further strengthen Mumbai's role as key centre in global creative ecosystem: Ashwini Vaishnaw</a>

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".

<a href="https://www.storyboard18.com/how-it-works/maha-cm-devendra-fadnavis-india-is-prepared-to-lead-the-world-as-a-creative-superpower-64019.htm">Maha CM Devendra Fadnavis: 'India is prepared to lead the world as a creative superpower'</a>

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).

'Next unicorns will be creators, not apps': Adobe CEO Shantanu Narayen

The 55th International Film Festival of India (IFFI) kicked off on November 20 in Goa, where Union Minister for Information & Broadcasting, Ashwini Vaishnaw, highlighted India’s growing creative economy and its role in the global film industry. “People are coming up with innovative content that showcases India's diverse cultures, cuisines, rich heritage, and gems of Indian literature and languages in interesting and creative ways as the country continues to empower creators, foster innovation, and drive cultural diplomacy on the world stage,” he said.

<blockquote class="twitter-tweet" data-media-max-width="560"><a href="https://twitter.com/hashtag/IFFI?src=hash&amp;ref_src=twsrc%5Etfw">#IFFI</a> has become a very important milestone in the development of film industry in India. We are focused on developing content creator&#39;s economy We have a very vibrant creator&#39;s economy where people are coming up with very innovative content. With the addition of technology and… <a href="https://t.co/1SqWSiEoKi">pic.twitter.com/1SqWSiEoKi</a>&mdash; PIB India (@PIB_India) <a href="https://twitter.com/PIB_India/status/1859258665087418708?ref_src=twsrc%5Etfw">November 20, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

In a video message, Vaishnaw emphasized that the IFFI has become a key milestone in the development of the Indian film industry, marking the country’s strong focus on nurturing a vibrant and rapidly growing content creators’ ecosystem. He noted that India’s creative sector is a dynamic force driving economic growth and showcasing the country’s diverse cultural heritage. He pointed out how creators across the country are coming up with innovative content that highlights India’s varied cultures, cuisines, heritage, and literature in fresh and exciting ways. "As India continues to empower creators, foster innovation, and drive cultural diplomacy, we are positioning ourselves as a global leader in content creation," he added.

The Minister also urged creators to leverage the latest technologies to craft stories that resonate with audiences worldwide while remaining true to India’s unique identity. “With the integration of technology and the development of a robust creator ecosystem, India’s creative sector is poised for continued success,” Vaishnaw said.

In an article, Vaishnaw elaborated on the impressive growth of India’s creative economy, which is currently valued at $30 billion, contributing nearly 2.5% to India’s GDP and providing employment to 8% of the country’s workforce. He also highlighted the rise of the influencer marketing sector, valued at Rs 3,375 crore, with over 200,000 full-time content creators shaping India’s global presence. Cities such as Guwahati, Kochi, and Indore, according to Vaishnaw, are emerging as creative hubs, driving a decentralized creative revolution across the country.

He also spoke about the government’s efforts to transform the sector, including initiatives like the World Audio Visual & Entertainment Summit (WAVES), which aims to position India as a global leader in content creation and innovation. “As we look to the future, the key to success lies in innovation, collaboration, and seamless creativity. Let India’s creative economy become a beacon of inspiration for global growth, cultural diplomacy, and leadership,” Vaishnaw said.

IFFI 2024: India's creative economy set to thrive; hits $30 billion, says I&B Minister Ashwini Vaishnaw

Individual people with their online audiences have emerged as one of the biggest developments of the digital age. This phenomenon is propelled by various factors, such as the rising prevalence of digital media consumption and advancements in technology that have reduced barriers to entry in content creation. As the ecosystem grows, the total addressable market of the creator economy could reach $480 billion by 2027 worldwide, as per Goldman Sachs estimates.

In the fast-paced world of short-form video, where attention spans are shrinking and creativity is king, content creators are leveraging the power of artificial intelligence to stay ahead of the curve. Short form video apps have become hotbeds for innovative content, and the integration of AI is proving to be a game-changer for creators looking to not only capture eyeballs but also monetize their creations.


The rise of AI-generated content is reshaping the landscape of digital creativity, and we are witnessing a surge in content created or enhanced by AI tools. From generative technology to AI-driven video editing, creators are tapping into a variety of tools to enhance their storytelling and visual appeal.

Personalisation for audience engagement

One of the keyways content creators are using AI is through personalization. AI algorithms analyse user data to understand preferences, behaviours, and trends. Armed with this knowledge, creators have been tailoring their content to resonate with specific audiences, increasing engagement and building a loyal following.

For example, AI-powered analytics tools help creators identify peak posting times, ideal video lengths, and the types of content that receive the most positive responses. This data-driven approach allows content creators to refine their strategies and consistently produce content that aligns with audience expectations.

AI-Enhanced Video Editing

The days of spending hours on intricate video editing are being replaced by AI-driven solutions that streamline the process. Creators can now use AI-powered tools to automate editing tasks, such as colour correction, transitions, and even suggesting optimal music tracks. This not only saves time but also empowers creators with limited technical skills to produce high-quality content.

Moreover, AI is being used to enhance visual effects and filters. Deep learning algorithms can transform ordinary videos into visually stunning creations, adding a layer of sophistication to content without the need for extensive manual editing.

Virtual Influencers 

Virtual influencers, created using AI, are becoming a sensation on short-video platforms. These computer-generated characters, endowed with personalities and lifestyles, engage with audiences just like human influencers. This blurring of lines between real and virtual creates a unique and immersive experience for viewers, leading to increased engagement and following. The virtual influencer's unique persona and ability to stay consistently on-trend have created a niche audience, contributing to its success in monetizing their content.

Generative technology is also being utilized by content creators to bring fictional characters to life or seamlessly integrate themselves into popular memes and trends. The ability to convincingly manipulate videos opens up new avenues for storytelling and creative expression.

Monetisation

As the popularity of the content grows, creators are utilizing various ways to monetize their creations using the features available on the respective platforms. 

With a growing following, content creators are collaborating with brands looking to tap into their audience. AI-driven analytics help creators identify the most relevant brands and optimize their content for brand partnerships. Some short form video apps automatically add links to products seen in the video thus opening new avenues for content creators to earn money. The high reach of the video translates into higher product click throughs for the creator, helping them unlock their potential.

As AI continues to evolve, so too will its impact on content creation. The future promises even more sophisticated tools and algorithms that empower creators to push the boundaries of their imagination and explore new dimensions of creativity. 

GBS Bindra is the chief business officer at Hipi, a short video platform.

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