In India, creative generative AI has shifted from experimentation to regular use, with the majority of creators reporting faster business and follower growth, and a large share saying AI helps produce content they otherwise couldn’t make.

Most creators now rely on multiple AI tools—about nine in ten used different tools over the past three months to tailor AI capabilities to specific tasks.

Adobe’s Creators’ Toolkit Report surveyed over 16,000 creators globally to understand how AI is used in content creation and what creators expect from agentic AI.

Creators view agentic AI—the AI that proactively assists and executes multi-step actions—as the next big leap, wanting AI to assist without replacing human judgment and to learn their style while preserving creative control.

Trust and transparency are critical concerns: issues around training data consent, costs, inconsistent output quality, and unclear model training details limit broader adoption.

Tool discovery remains largely creator-driven—relying on personal research, social media trends, and peer recommendations—while long-term use hinges on reliability and ethical AI practices.

Concerns persist about content being used to train AI without permission, with 78% expressing worry, and discovery driven by personal research (74%), social media trends (68%), and peer recommendations (54%).

The Adobe-Harris Poll survey, conducted in September 2025, focused on emerging and semi-professional creators (Gen Z and Millennials) who publish content a few times per month rather than full-time professionals.

While global in scope, the findings spotlight India as a fast-growing creator market within the study’s remit.

Overall, the report envisions India’s creator economy shaped by intelligent, transparent, and ethical AI that respects individual creative voices, balancing speed with authenticity and control.

There is strong enthusiasm for agentic AI: about 90% are optimistic about its potential, and 96% would try AI that learns their style, with uses including automating repetitive tasks, aiding idea generation, and analyzing performance while preserving human control.

In practical terms, creators want agentic AI to automate repetitive tasks (roughly two-thirds), brainstorm ideas, and surface performance insights, all while keeping humans in the loop.