Adobe CEO Shantanu Narayen: Creativity Will Drive India's Economy, Not Software Code

Shantanu Narayen, CEO of Adobe Systems, stated that creativity will be the primary force driving India's economic future, rather than software code. Speaking at the WAVES 2025 event, Narayen highlighted Adobe's initiative to train over 20 million Indians and 500,000 teachers in digital creativity by providing free access to its tools through partnerships.

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The Indian IT sector, valued at over USD 250 billion, has significantly contributed to the country's economic growth in recent years. Narayen emphasised that AI will enhance creativity and production by expanding human imagination. He noted that AI offers new tools and perspectives, allowing people to explore ideas in unprecedented ways.

AI's Role in India's Economic Growth

Narayen believes that India's next economic growth phase will focus on creativity rather than software coding. He mentioned that training AI models with Indian cultural, linguistic, and historical data can lead to new forms of digital sovereignty. According to him, models are crucial for differentiation and gaining a competitive edge.

India's global reach allows it to build teams worldwide and develop competitive products using large language models (LLMs), AI agents, and low-code tools. This capability presents an opportunity for India's vast outsourcing industry to evolve by creating new AI-driven workflows and building AI agents.

Opportunities for Startups and Content Creators

Narayen also pointed out that India has the potential to lead in ethical AI on the global stage. He stated that AI will enable India to leverage its leadership in mobile infrastructure and payments to innovate and develop new business models. Startups can quickly prototype, test, and scale solutions tailored to local needs using AI.

Currently, India boasts over 100 million content creators, with a 10% annual growth in freelance creators and small design studios over the past decade. More than 500 million Indians consume content on their mobile phones, thanks to affordable mobile internet access.

Adobe's Partnership with Tata Consultancy Services

In addition to these insights, Adobe announced a collaboration with Tata Consultancy Services (TCS) to launch the AI-powered Creative Experience Studio (ACES) for the Indian market. This studio aims to serve businesses and public sector enterprises by offering innovative solutions.

Narayen concluded by highlighting India's opportunity to lead globally through ethical AI practices. He envisions AI enabling India to build upon its strengths in mobile infrastructure and payments while fostering new business models. This approach could position India as a leader in digital innovation on the world stage.