“AI is not replacing creativity; it is expanding it,” said Shantanu Narayen, chairman and CEO of Adobe. |Picture source: Getty Images/Istockphoto
Global industry leaders confirmed on Thursday that AI is not ready to replace jobs, but develops into a powerful enabler of creativity and productivity. The remarks are on the opening day of Waves 2025, a multi-door event that explores the convergence of design, media and technology.
The keynote address is “Design, Media and Creativity in the Age of AI” and is presented by Shantanu Narayen, Chairman and CEO of Adobe. He highlighted India’s growing influence in global content creation, citing more than 500 million Indians consumed a user base of digital content. It is worth noting that he pointed out that the rapid increase in consumption of cross-regional languages is the main driver of growth.
“AI is not replacing creativity; it is amplifying it,” Narayen said, adding that the generated AI tools allow Indian creators to transcend traditional formats. He said the tools are expanding their reach across film, mobile stories, imaging and design. He outlines a strategic four-point framework to harness the potential of AI: enhancing creativity and production, innovating business models, developing a workforce with AI skills, and cultivating entrepreneurial spirit.
In the subsequent meeting, NVIDIA Vice President Richard Kerris and India Nvidia India Managing Director Vishal Dhupar discussed the evolving relationship between AI, personal computing and creative productivity. Mr. Kerris provides a historical perspective, highlighting the challenges of early 3D animation. “Today, the generated AI has greatly reduced the time from concept to creation,” he said. However, he emphasized the importance of basic knowledge. “AI has the tools in hand, but knowing that the spacecraft is still essential.”
Mr Dhupar responded to this emotion, adding that AI is not a replacement for human creativity, but a facilitator. He observed: “Creative professionals live their jobs. AI can’t replace this passion – it can achieve it.”
The last class of the day featured a masterclass by NVIDIA’s solution architect Anish Mukherjee, titled “Bringing stories to AI”. Mr. Mukherjee demonstrated NVIDIA’s approach to generating media tools, demonstrating advanced features including converting static images into digital humans, multilingual voiceovers and AI-generated character animations.
Using Nvidia’s Fugato model, he demonstrates AI-generated music and realistic lip synchronization for voice-over workflows. He also introduced Cosmos, a basic set of models designed to provide video-based and simulation-based training through the Omniverse platform.
Discussions at these three meetings collectively point to a future where AI enhances rather than destroys human creativity, positioning India as a key player in this evolving landscape.
publishing – May 1, 2025 11:33 pm ist
