How is GenAI Empowering Indian Creators to Surpass Traditional Mediums?

Mumbai, May 2 (NationPress) — Generative AI (GenAI) is empowering Indian creators to go beyond traditional mediums, enhancing a wide array of storytelling across imaging, video, and design, stated Shantanu Narayen, Chairman and CEO of Adobe.

During his keynote speech at the ‘WAVES 2025’ event in Mumbai, Narayen highlighted how creativity has revolutionized every sector. He provided a broad view of the evolving creative economy within the nation.

Tracing the digital evolution from the internet to mobile technology and now to AI, Narayen emphasized India’s expanding role in content creation, with over 500 million Indians engaging with online content and a notable shift towards regional languages.

He asserted that AI is not a substitute for creativity but rather a force that enhances it. “From cinema to real-time mobile storytelling, the creative potential is broadening,” remarked the Adobe CEO.

Focusing on India's distinctive position in constructing AI-powered frameworks — encompassing applications and data infrastructure — Narayen outlined a four-pronged strategy: supercharge creativity and production, innovate business models, cultivate an AI-skilled workforce, and nurture entrepreneurship.

As noted by Richard Kerris, Vice President at Nvidia, “AI isn’t designed to eliminate jobs; it serves as a means to an end.”

In a stimulating fireside chat, Kerris and Vishal Dhupar, Managing Director of Nvidia India, discussed how AI is reshaping personal computing and creative productivity.

Reflecting on the transition from the PC era, Dhupar stated, “PCs used to power down after office hours. But humans don’t.” He articulated how NVIDIA’s early vision — envisioning PCs as creative partners — now aligns with an AI-driven world.

Kerris provided a historical perspective, reminiscing about the challenges of mastering 3D animation in the past. “Today, thanks to generative AI, we can transition from concept to creation much more swiftly,” he explained. However, he warned against losing sight of the basics: “Just because everyone has a camera on their phone doesn’t automatically make us all exceptional photographers.”

Anish Mukherjee, Solutions Architect at Nvidia, emphasized the practical uses of generative AI in media.

Mukherjee showcased AI-powered innovations such as transforming static images into digital humans, multilingual voice-overs, and audio-based character animation.

Leveraging Nvidia’s Fugato model, he presented AI-generated music and realistic lip-syncing for dubbing. He also introduced Cosmos, a collection of foundational models for video generation and simulation-based training through the Omniverse platform.

The ‘WAVES 2025’ event marked a fusion of innovation, creativity, and state-of-the-art technology, with AI at the forefront of discussions.