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…