In India, creative AI has moved to the core of creator workflows, with a large share reporting heightened professionalism (80%), greater job security (71%), and stronger performance from AI-assisted content (55%), while 82% plan to use AI even more in the coming year and 52% say AI helps them produce content faster and at higher quality.

Human input remains essential: 72% say AI output needs moderate to extensive editing, and 87% insist final creative decisions stay with the creator, with taste and judgment considered crucial by 77%.

Control and transparency are central to adoption: 54% want the ability to review or undo an AI agent’s actions, 42% seek transparency on agent activities, and 34% want clear data and tool access limits.

The article, based on Bharat Upadhyay’s report for Times Now, summarizes findings from an Adobe study relevant to Indian creators.

Time saved by AI agents is redirected toward learning new skills (24%) or higher-level creative direction (29%).

Overall, 84% of creators feel AI could free time for higher-value work, with 24% aiming to learn new skills and 29% pursuing higher-level ideas.

Disclosure and ownership are rising concerns: 93% see rising or steady audience expectations for AI disclosure, 82% believe audiences can already tell when AI is meaningfully involved, and 96% say copyright protection for AI-assisted work is important; only 52% regularly disclose AI use, while 16% rarely or never do.