The Rise of AI in Creative Industries: Insights from WAVES 2025
Artificial Intelligence (AI) is proving to be a powerful ally rather than a threat to human creativity. This was the unifying message across multiple sessions on the opening day of the World Audio Visual and Entertainment Summit (WAVES) 2025 held in Mumbai. Tech leaders from around the globe gathered to explore how AI is revolutionizing media, storytelling, and digital production, while positioning India as a significant contributor to this creative-tech transformation.
Keynote Address: The Evolution of Digital Creativity
Opening the event, Adobe Chairman and CEO Shantanu Narayen delivered a keynote titled “Design, Media and Creativity in the Age of AI.” He traced the evolution of the digital landscape—from the early internet days to the mobile revolution, and now, the age of AI. Narayen emphasized India’s increasing impact, highlighting that over 500 million people consume online content, creating a growing appetite for regional language storytelling.
Narayen stressed that AI is augmenting, rather than replacing, human creativity. “Generative AI is enabling Indian creators to transcend traditional mediums,” he remarked, underscoring its significant influence in imaging, video, and design. From blockbuster films to real-time storytelling on mobile devices, AI is indeed expanding the creative canvas for artists.
The Roadmap for India’s Creative Leadership
During his keynote, Narayen outlined a four-part roadmap for India to assume global leadership in the creative industries:
- Boosting creativity and production.
- Evolving business models.
- Building an AI-ready workforce.
- Fostering entrepreneurship.
Fireside Chat: AI Beyond Work
The day’s discussions included a fireside chat titled “AI Beyond Work,” featuring NVIDIA’s Vice President Richard Kerris and Vishal Dhupar, Managing Director of NVIDIA India. They explored how AI is transforming the relationship between humans and machines, particularly in creative fields.
Dhupar reflected on the evolution of personal computing, stating, “PCs used to sleep after office hours, but humans don’t.” He noted NVIDIA’s long-term vision of computers as creative collaborators, a vision now realized through AI. Kerris shared his experiences in the early days of 3D animation, saying, “With generative AI, we can go from idea to creation much faster.”
However, Kerris 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, stating, “Creative people live their work. AI doesn’t replace that; it enables it.” Kerris further emphasized that while AI provides tools, understanding the craft remains essential.
Masterclass: Bringing Stories to Life with Gen AI
The final session was a masterclass titled “Bringing Stories to Life with Gen AI,” led by Anish Mukherjee, Solutions Architect at NVIDIA. He showcased practical applications of generative AI, ranging from converting static images into digital humans to generating multilingual voiceovers and AI-created music using NVIDIA’s Fugato model.
Mukherjee delved into 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 stated enthusiastically.
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 across various sectors to innovate.
Conclusion
The discussions at WAVES 2025 highlight a pivotal moment in the intersection of AI and creative industries. As technology continues to evolve, it remains clear that AI serves as a valuable partner for creators, enabling them to push boundaries and explore new horizons in storytelling and production.
FAQs:
- What was the main theme of WAVES 2025?
AI as an ally to creativity and its transformative role in media and storytelling. - Who delivered the keynote at the summit?
Shantanu Narayen, CEO of Adobe, delivered the keynote address. - What were the four key points of Narayen’s roadmap for India?
Boosting creativity, evolving business models, building an AI-ready workforce, and fostering entrepreneurship. - What technologies did Anish Mukherjee focus on in his masterclass?
Generative AI applications, including AI-driven animation and multilingual voiceovers. - How did NVIDIA executives view the relationship between AI and creativity?
They emphasized that AI augments creativity rather than replacing it, highlighting the need for foundational skills.
