India's Creative Economy To Provide More Jobs Than Manufacturing, Says Adobe CEO
WAVES Summit 2025: Adobe CEO Shantanu Narayen believes India's creator economy will surpass manufacturing in jobs.
WAVES 2025: Adobe Systems CEO Shantanu Narayen expressed strong confidence that India's creator economy is set to employ more people than the manufacturing sector in the future. Speaking at the inaugural World Audio Visual Entertainment Summit (WAVES), Narayen highlighted that in the age of Artificial Intelligence (AI), exceptional talents are flourishing globally.
He stated, 'I genuinely believe that India's creative economy is positioned to employ more individuals than the manufacturing economy."
This week, Adobe introduced a free app named 'Content Authenticity" to safeguard the work of digital creators and honor intellectual property. At the event, Narayen explained, 'We are advocating for Content Credentials, which promotes an AI rights framework to protect originality and ensure transparency in this new era of Generative AI."
With Content Credentials, creators can decide what attribution information is attached to their digital work, such as their verified name (powered by Verified on LinkedIn) and links to social media accounts (Behance, Instagram, LinkedIn, and X). This helps creators receive proper attribution for their work and connect with their online audience, Adobe noted.
India's Rise Of Orange Economy
At WAVES 2025, Prime Minister Narendra Modi declared the rise of India's orange economy, the creative economy encompassing music, films, food, gaming, and animation. 'This is the beginning of the orange economy in India," he said, emphasizing upon the growing global influence of Indian cultural exports. 'Indian films' reach is across the world. India's food is getting popular across the world. And I know, India's music too will gain popularity around the world."
The Orange Economy, also known as the 'creative economy,' is a concept that includes sectors related to creativity and cultural industries. According to the United Nations Economic Network, the creative economy is an evolving idea that focuses on the contribution and potential of creative assets to drive economic growth and development.
This economy integrates economic, cultural, and social aspects, interacting with technology, intellectual property, and tourism objectives. It consists of knowledge-based economic activities with a development dimension, featuring cross-cutting linkages at macro and micro levels to the overall economy.
First Published:
May 01, 2025, 14:16 IST
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