Adobe's Strategic Initiatives in India: Fueling AI-Powered Creativity and Innovation

India's creative economy to lead next growth wave, says Adobe CEO at Waves Summit

India's next phase of economic growth will be "driven by creativity, not code," as generative AI reshapes storytelling, content creation, and digital production, said Shantanu Narayen, CEO, Adobe Systems. "AI is accelerating and expanding the creative aperture even further across ideation, creation and production. In fact we think that the next unicorns won't be applications, they'll actually be creators and artists," he said at the World Audio Visual and Entertainment Summit (WAVES) Summit 2025 in Mumbai on Thursday. "Today there are over 100 million content creators in India, which is reflecting a 10% growth in freelance creatives and small design studios over the last decade," he added. Citing the rise of regional content, the boom in gaming, and India's 100 million-strong creator base, Narayen emphasized that AI is enabling hyper-local, real-time content and transforming production workflows in industries like Bollywood and digital marketing. Narayen also highlighted the need for developing local AI models to create digital sovereignty. "By training models on Indian cultural, linguistic and historical data we have an opportunity to create new forms of digital sovereignty. Models are the foundation and the important part of differentiation and a competitive advantage," he said. Narayen concluded with a call for India to lead the global conversation on ethical AI. "Protecting intellectual property is not just a feature, it's a philosophy. Through initiatives like Firefly and content credentials, we're ensuring creators are respected and rewarded." At the event, Adobe also announced new partnerships with Tata Consultancy Services (TCS), Accenture, and the Indian Institute of Creative Technology to boost AI-powered creative workflows and upskill students across 50+ design institutions. "India is a global powerhouse of innovation," said Abhigyan Modi, Adobe's SVP & India Country Head, adding that Adobe's expanded footprint includes 8,500 employees across five campuses, with a third campus coming up in Noida by early 2026.

Adobe Announces Strategic Initiatives to Fuel Creativity in India

Today, at the inaugural World Audio Visual & Entertainment Summit (WAVES), Adobe announced a series of strategic initiatives in support of the India Government's Create in India, Create for the World vision to fuel the country's growing creator economy. During the landmark creative event, Adobe unveiled new collaborations with WAVES Bazaar, partnerships with the Indian Institute of Creative Technology, Tata Consultancy Services Interactive, and Accenture - all focused on equipping the next generation of Indian creators with the power of Adobe's industry-leading creative tools. "India is a global powerhouse of innovation and creativity. We commend the Government of India and the Ministry of Information and Broadcasting for organizing WAVES and bringing together leaders, creators, investors and innovators to shape the future of creativity in India. Adobe is excited to accelerate its support of India's creator economy through our world-leading technology and localized initiatives that enable Creativity for All," said Abhigyan Modi, Adobe's India Country Manager and Senior Vice President for Document Cloud. "We are living in the Golden Age of creativity, enabled by technological advances over the past 40 years. Every disruptive technology - from the PC, web and mobile to cloud computing, social and Artificial Intelligence - has spurred tremendous innovation and growth for businesses and economies around the world." "India has become an incubator for the transformative power of technology, leading the way in mobile, digital payments, cloud computing and AI. The era of AI is unlocking new levels of creativity, new business models and workflows, and with an AI-enabled workforce, India is well positioned at the centre of this global evolution," said Modi. For over four decades, Adobe has been at the forefront of empowering Creativity for All and building innovative digital experiences that enable billions around the world to tell their stories, promote theirpassions and grow their businesses. In India, that investment spans more than 25 years. India is now home to Adobe's largest workforce outside the U.S., with over 8,500 employees across five campuses and a new 12-floor office tower in Bangalore, serving as a global hub for innovation and growth. Adobe plans to further its expansion in India by adding a new office site by early 2026. Located in Noida, Uttar Pradesh, this will be Adobe's third campus in the state. Adobe is proud to build on its India foundation through new partnerships with educational institutions and businesses to help advance the Government's vision to unlock creative potential. Adobe is also engaging with the India Government in the development of important policies that govern the safe and responsible use of Artificial Intelligence, including transparency of digital content and protecting the livelihood of creators. At WAVES, Adobe is announcing a series of strategic initiatives: Expanding Reach and Capabilities of Adobe Express: Over the past year, Adobe Express, the quick and easy content creation app, has tripled the number of monthly active users in India, making creativity accessible to everyone. To further support local creators, Express offers features in 8 Indian languages, bringing the power of generative AI and linguistic diversity to millions. In addition, Adobe plans to deliver 1 million new localized Express templates and will offer lower pricing plans specifically tailormade to drive adoption in the Indian market. Partnership with Tata Consultancy Services (TCS): Adobe and Tata Consultancy Services are partnering to launch a new AI-powered Creative Experience Studio (ACES) for the India market. Combining Adobe's technology and AI capabilities with the expertise of TCS Interactive - the digital services business of TCS that blends systems, strategy, and storytelling to engineer creativity for brands - ACES aims to deliver culturally relevant, high-impact content, and personalized marketing experiences. It will be designed to help businesses and public sector enterprises engage their target audiences with greater impact, speed and scale. New Collaboration with Indian Institute of Creative Technology (IICT): Adobe and IICT are collaborating to advance digital creativity and innovation in education. As part of its strategic collaboration, Adobe will make a range of investments in IICT including free access to Adobe Creative Cloud for students, curriculum development, faculty enablement and training and student mentorship. New Accenture Partnership: Adobe has signed a Memorandum of Understanding (MoU) with Accenture to upskill students from 50+ design institutes in India, including the formation of an advisory board to provide internships and employment opportunities to skilled youth. The proposal also includes supporting the establishment of creativity clubs and hubs in PM SHRI schools, as well as in state and central government schools, to promote innovation and creative learning. New Collaboration with WAVES: Adobe is working with WAVES to equip creators with access to digital and creative tools. As part of its partnership with WAVES Bazaar, the global e-marketplace launched by the Government to connect India's vast creative talent pool with international markets, Adobe will offer discounted Creative Cloud subscriptions to help thousands of sellers elevate their marketing with standout creative content. Adobe will also provide India's best creative talent from the Creatosphere challenge with access to its industry-leading creative products. This builds on new technology updates and investments in India: Digital Creativity & AI Skills in K-12: Adobe is working with India's Ministry of Education to integrate digital creativity and AI skills in PM SHRI and CBSE schools by deploying premium licenses of Adobe Express for Education along with training for teachers and students, completely free of cost. Some prestigious partner schools include the vast network of Kendriya Vidyalayas, Army Public Schools and Reliance Foundation Schools across the country. Adobe Creative Educator Program: Adobe is training and certifying school teachers helping them meet their Continuous Professional Development (CPD) goals as a part of India's progressive National Education Policy (NEP). These programs empower teachers to become creators proficient in digital creativity and AI skills for producing lesson plans, worksheets and student assignments independently. New Agentic AI capabilities: Adobe is integrating Agentic AI directly into Creative Cloud, Adobe Express and Acrobat with new innovations set to give creators more control and free them to spend more time on the work they love -- whether that's creativity, analysis or collaboration. New Firefly Web App, Image, and Video Models: Recently, Adobe unveiled the new Firefly Image Model 4 and Firefly Video Model, as well as the new Adobe Firefly app coming soon, which integrates Adobe's commercially safe models and additional models from partners like Google and OpenAI. Adobe Firefly models, which have generated over 22 billion stunning images, videos, audio, and vectors globally, are now delivering advanced AI capabilities like Text to Image, Text to Video, and Image to Video. Firefly Image Model 4 Ultra will offer designers exceptional detail and realism. Adobe Content Authenticity: Now in public beta, Adobe's Content Authenticity app offers a free tool that helps creators protect and gain proper attribution for their digital work by securely attaching Content Credentials. The app allows creators to attach important information about themselves to their digital work, including their verified identity and social media accounts. About Adobe Adobe is changing the world through digital experiences. For more information, visit www.adobe.com

India's creator economy meets Adobe's global agenda at WAVES 2025 | Marketing | Campaign India

From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy. At the inaugural World Audio Visual & Entertainment Summit (WAVES), Adobe unveiled several initiatives under the Indian government's 'Create in India, Create for the World' banner. These moves, ranging from education partnerships and AI integrations to enterprise martech rollouts, as the tech company navigates an intensifying global AI race and shifting content consumption patterns. While the announcements are being framed as support for India's creator economy, a closer look reveals Adobe's broader agenda: accelerating market penetration, localising its AI-driven ecosystem, and ensuring its relevance across both individual creators and enterprise marketers. Adobe's India operations are already robust, with over 8,500 employees and five campuses. It plans to expand further with a new Noida campus by 2026. But market presence alone isn't enough anymore; ecosystem influence is the new metric of success. "India is a global powerhouse of innovation and creativity," said Abhigyan Modi, Adobe's India country manager and senior vice president for Document Cloud. "We commend the Government of India and the Ministry of Information and Broadcasting for organising WAVES and bringing together leaders, creators, investors and innovators to shape the future of creativity in India." That future, Adobe believes, is AI-driven -- and it wants a seat at the policymaking table. PM Narendra Modi added, "Adobe is also engaging with the Indian overnment in the development of important policies that govern the safe and responsible use of Artificial Intelligence, including transparency of digital content and protecting the livelihood of creators." This signals Adobe's intent to not just grow in India, but shape the rules of the game. The 'Express' route to market share Adobe Express -- the company's quick content creation app -- is being aggressively pushed as the on-ramp for India's next generation of creators. It has reportedly tripled its monthly active users in India over the past year. Adobe now plans to release one million new localised templates and expand language support to eight Indian languages. The strategy is classic market expansion theory: lower price points, hyperlocal templates, and accessible UX. It's Adobe's attempt to ensure that when India's 500 million internet users create content, they do so inside Adobe's walled garden. But the real hook may lie in Adobe's integration of generative AI into Express, letting users create visuals and templates with minimal effort. Adobe's bet? That democratised design backed by AI is what will scale, not expensive legacy tools. Strategic collaborations or ecosystem capture? Adobe has inked new partnerships with institutions and IT giants. These include Tata Consultancy Services (TCS), Indian Institute of Creative Technology (IICT), Accenture, and WAVES Bazaar. Each collaboration targets a different segment of the ecosystem. With TCS Interactive, Adobe will launch the AI-powered Creative Experience Studio (ACES) to deliver "culturally relevant, high-impact content" and speed up content marketing cycles for brands. ACES positions Adobe as a behind-the-scenes engine for enterprise marketing in India, while TCS handles the relationships. At the education end, the company is providing free Creative Cloud access to IICT students, training for faculty, and curriculum development. Similarly, through its MoU with Accenture, Adobe will support students across 50 design institutes, offer internships, and co-establish creativity clubs in PM SHRI and government schools. Adobe's focus on education -- whether through the Adobe Creative Educator Program or partnerships with CBSE and PM SHRI schools -- reveals a long-term user acquisition play. By certifying teachers and providing free licenses to schools like Kendriya Vidyalayas and Army Public Schools, Adobe is fostering product familiarity early. These programs are aligned with India's National Education Policy (NEP) and are framed as enabling "digital creativity and AI skills." But at their core, they function as sustained brand exposure. As these students enter the workforce, Adobe likely anticipates default loyalty. Through WAVES Bazaar, Adobe plans to offer discounted Creative Cloud subscriptions to creative sellers, and provide tools and visibility to creators from the Creatosphere challenge. These moves allow Adobe to seed its tools into future professionals while aligning itself with government-supported platforms and infrastructure. Not just software -- AI, agentic intelligence, and martech domination Beneath the partnerships is a deeper ambition: to own the future of content production across formats, platforms, and purposes. Adobe's recent global product updates hint at this trajectory. "India has become an incubator for the transformative power of technology," said Modi. "The era of AI is unlocking new levels of creativity, new business models and workflows, and with an AI-enabled workforce, India is well positioned at the centre of this global evolution." Adobe's Agentic AI capabilities are being baked directly into its flagship products -- Creative Cloud, Acrobat, and Express -- giving users automation over tasks they would previously have had to complete manually. Meanwhile, Adobe Firefly (its AI suite) has already generated over 22 billion content assets and now includes Firefly Image Model 4 and Firefly Video Model. According to Adobe, the new Firefly Web App integrates safe-to-use models from both Adobe and partners like Google and OpenAI. It allows users to generate content via prompts (text to image, text to video, image to video) and will be integrated into GenStudio -- its performance marketing platform. This AI layering also includes translation and lip-sync APIs to automatically localise video content -- a valuable proposition in India's multilingual landscape. Yet, with these additions, Adobe isn't just enabling creatives -- it's also commoditising them. The question for brand marketers becomes: does automation increase efficiency or dilute creative depth? The martech play: Experience Cloud and GenStudio A month ago, Adobe introduced ten AI agents into Adobe Experience Cloud, claiming to "enhance customer experiences and marketing workflows." At Adobe Summit 2025, the company claimed its Experience Platform activates one trillion brand interactions annually. "Adobe is uniquely positioned to help brands meet this moment, with deep expertise in unifying AI, data and content production workflows to execute the right digital experiences with precision," Amit Ahuja, senior vice president, Digital Experience Business had stated then. Central to this is the new Brand Concierge -- an AI application that enables conversational experiences tailored to individual brand interactions using unique brand attributes and customer data. It integrates with Firefly Services and Custom Models, allowing marketers to train the AI on brand guidelines and scale output across channels. This is Adobe's endgame: not just offering creative tools, but powering the entire customer journey -- from content ideation to automated delivery -- via AI. "Businesses are seeing incredible results by leveraging Adobe Firefly Services and Custom Models to drive a more efficient content supply chain," said Varun Parmar, general manager of Adobe GenStudio and Firefly Enterprise Solutions. "Gen AI increases the capacity of marketers and creatives, enabling them to focus on what matters most, their craft." But this comes with trade-offs. As marketers embrace no-code and low-code creative automation, where does that leave the traditional agency model? Will creative boutiques be edged out by enterprises using Firefly Services and ACES to in-house everything from ideation to execution? Implications for brand marketers and agencies Adobe's aggressive expansion in India is poised to reshape how marketers and creative agencies operate. With tools like Adobe Express, Firefly, and GenStudio now integrated into enterprise workflows, brands are being nudged to rethink their tech stacks -- prioritising speed, scalability, and AI-powered content creation. The introduction of ACES Studio and Firefly's no-code capabilities is particularly significant: it lowers the barrier for brands to in-house creative production, reducing reliance on external agencies for routine tasks. This shift may mean fewer creative briefs -- but also opens the door for agencies to reposition themselves as strategic, AI-savvy partners. Features like image-to-video generation, automated localisation, and AI lip sync allow marketers to produce personalised content at scale, though they must now balance velocity with quality control. Meanwhile, Adobe's growing involvement in India's AI policy framework suggests future shifts in how digital content -- especially synthetic media -- is governed. Marketers will need to stay ahead of new standards for attribution, IP, and authenticity. While Adobe's discounted tools and localised templates may appeal to budget-conscious brands, the ease of use shouldn't be mistaken for guaranteed strategic value. In short, the creative ecosystem must evolve -- from production-first to strategy-led -- if it hopes to thrive in Adobe's AI-enhanced era. Adobe's WAVES announcements signal a long-term ambition: embed itself deeper into India's creative, enterprise, and educational ecosystems -- not just as a toolmaker but as a shaper of workflows, talent pipelines, and content standards. It's a classic case of a tech giant leveraging local partnerships, AI innovation, and government alignment to expand its global playbook. But whether this translates into meaningful value for India's marketers and creators -- or merely consolidates Adobe's market dominance -- will depend on how brands, agencies, and regulators navigate this new, AI-powered terrain.