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Time of India
02-05-2025
- Business
- Time of India
AI doesn't replace the artist, but accelerate: Nvidia's Richard Kerris at WAVES Summit 2025
The second day of the WAVES Summit 2025 saw a focus on the transformative power of Artificial Intelligence (AI) within the media and entertainment landscape. Richard G. Kerris, VP at Nvidia, delivered a keynote highlighting the company's commitment to enabling AI-driven workflows and democratising content creation. Kerris emphasised Nvidia's long-standing partnerships within the media industry, stating, "We've been a partner in the media for many years, and one of the things that drives us in our alignment is to create AI to be no more, therefore evidence." The core of the AI revolution, according to Kerris, lies with developers. "Developers are so key to what's taking place with AI, because they understand how an application works... so they can harness the power of AI and bring it to fruition with the work that's being done together." The impact of AI extends beyond visual effects, permeating various aspects of media and entertainment. Kerris touched upon generative AI for image creation, recommendation engines, personalised content delivery through language translation and video reformatting and enhanced experiences in sports and ad tech. "Engagement and personalisation in these experiences [are] what AI is helping transform," he asserted. To streamline the development process, Kerris showcased how Nvidia has introduced its "Media Two stack," which brings together various AI components in an accessible manner for developers. This includes "NIMS" ( Nvidia Inference Microservices ), which are validated and tested microservices for specific tasks like language translation or effects. These NIMS can be combined to create "blueprints" for specific applications. Kerris highlighted Sky Media's use of these technologies for automated highlights in sports broadcasts in creating interactive viewer experiences. He also showcased Nvidia's research in AI-driven audio model with "Fugato," which allows for the creation and modification of sounds from text and audio inputs. Kerris demonstrated and illustrated how these various AI components can work together, showcasing the use of simple 3D objects to guide AI image generation using Nvidia NIMS. Concluding his presentation, Kerris emphasised the importance of Nvidia's ecosystem of partners, which includes both established companies like Adobe (with its AI-powered features in Photoshop, Premiere and Firefly) and innovative startups like Runway (offering AI tools for creating entire environments). He stressed that these tools are not meant to replace artists but rather to accelerate their creative capabilities. "It doesn't replace the artist out there. What it does is it accelerates the capability for an artist to tell their story," Kerris added.
Business Mayor
01-05-2025
- Business
- Business Mayor
AI is not a threat to human creativity but a powerful ally, say tech leaders
Opening the day, Adobe Chairman and CEO Shantanu Narayen delivered a keynote on 'Design, Media and Creativity in the Age of AI'. He traced the evolution of the digital landscape—from the early days of the internet to the mobile revolution and now the AI era—emphasising India's increasing impact, with over 500 million people consuming online content and a growing appetite for regional language storytelling. Narayen stressed that AI is augmenting, not replacing, human creativity. 'Generative AI is enabling Indian creators to transcend traditional mediums,' he said, noting its growing influence in imaging, video, and design. From blockbuster films to real-time storytelling on mobile devices, AI is expanding the canvas for creators. He also outlined a four-part roadmap for India to assume global leadership: boosting creativity and production, evolving business models, building an AI-ready workforce, and fostering entrepreneurship. In the fireside chat 'AI Beyond Work', NVIDIA's Richard Kerris, Vice President, and Vishal Dhupar, Managing Director of NVIDIA India, explored how AI is transforming the relationship between people and machines—particularly in creative reflected on the evolution of personal computing. 'PCs used to sleep after office hours. But humans don't,' he noted, referencing NVIDIA's long-standing vision of computers as creative collaborators—a vision now being realised through provided a personal reflection, describing the challenges of early 3D animation. 'With generative AI, we can go from idea to creation much faster,' he said. He added a note of caution: 'Just because we all have a camera on our phone doesn't make us all great photographers.' Dhupar reinforced this sentiment: 'Creative people live their work. AI doesn't replace that—it enables it.' Kerris added, 'AI puts tools in your hands—but knowing the craft, the basics, that's still essential.' The final session, a masterclass titled 'Bringing Stories to Life with Gen AI', was led by Anish Mukherjee, Solutions Architect at NVIDIA. He demonstrated practical uses of generative AI—from converting static images into digital humans to creating multilingual voiceovers and AI-generated music using NVIDIA's Fugato model. Mukherjee explained how the combination of large language models, AI animation, and DLSS technology is creating immersive storytelling experiences—particularly in gaming. 'AI-powered characters that respond intelligently to players are redefining narrative engagement,' he said. He concluded with a call to leverage computational power, robust datasets, and sophisticated algorithms to unlock AI's full creative potential. Open-source tools like Nemostack, he noted, are empowering creators to innovate across sectors.
The Hindu
01-05-2025
- Business
- The Hindu
See AI as a creative enabler, not a job displacer, say industry leaders at WAVES 2025
Artificial Intelligence is not poised to displace jobs but is instead evolving as a powerful enabler of creativity and productivity, global industry leaders affirmed on Thursday. The remarks came during the opening day of WAVES 2025, a multi-session industry event exploring the convergence of design, media, and technology. The keynote address, titled 'Design, Media and Creativity in the Age of AI', was delivered by Adobe Chairman and Chief Executive Officer Shantanu Narayen. He underscored India's increasing influence in global content creation, citing a user base of over 500 million Indians consuming digital content. Notably, he pointed to the rapid rise in consumption across regional languages as a key driver of growth. 'AI is not replacing creativity; it is amplifying it,' Mr. Narayen asserted, adding that generative AI tools were enabling Indian creators to transcend traditional formats. These tools, he said, were expanding their reach across cinema, mobile storytelling, imaging, and design. He outlined a strategic four-point framework to harness AI's potential: enhancing creativity and production, innovating business models, cultivating an AI-skilled workforce, and nurturing entrepreneurship. In a subsequent session, Richard Kerris, Vice-President, NVIDIA, and Vishal Dhupar, Managing Director, NVIDIA India, discussed the evolving relationship between AI, personal computing, and creative productivity. Mr. Kerris provided a historical perspective, highlighting the challenges of early 3D animation. 'Today, generative AI dramatically shortens the time from concept to creation,' he said. However, he stressed the importance of foundational knowledge. 'AI puts tools in your hands, but knowing the craft remains essential.' Echoing this sentiment, Mr. Dhupar added that AI was not a replacement for human creativity but a facilitator. 'Creative professionals live their work. AI does not replace that passion - it enables it,' he observed. The final session of the day featured a masterclass by Anish Mukherjee, Solutions Architect at NVIDIA, titled 'Bringing Stories to Life with Gen AI'. Demonstrating NVIDIA's approach to generative media tools, Mr. Mukherjee showcased advanced capabilities including the conversion of static images to digital humans, multilingual voice-overs, and AI-generated character animation. Utilising NVIDIA's Fugato model, he demonstrated AI-generated music and realistic lip-syncing for dubbing workflows. He also introduced Cosmos, a suite of foundational models designed for video generation and simulation-based training via the Omniverse platform. The discussions across all three sessions collectively pointed to a future where AI augments rather than undermines human creativity, positioning India as a key player in this evolving landscape.
