97% of Indian creators say generative AI is strengthening the creator economy

New Delhi: Adobe has released its inaugural Creators’ Toolkit Report, a global study examining how content creators are using creative generative AI and mobile tools, and what they expect from the next phase of AI-led creation, including agentic AI. The report is based on a survey of more than 16,000 creators across the US, UK, France, Germany, South Korea, Japan, India and Australia.

In India, one of the fastest-growing creator markets, the findings point to near-universal adoption of creative generative AI across content workflows. According to the report, 97% of Indian creators believe generative AI has had a positive impact on the creator economy, while 95% say it has contributed to the growth of their business or personal brand. A further 85% report that AI tools have enabled them to create content they would not otherwise have been able to produce.

The study indicates that creative generative AI has moved beyond experimentation and is now embedded across multiple stages of content creation. 99% of Indian creators surveyed said they actively use creative generative AI, with common applications including editing, upscaling and enhancement (77%), generating new assets such as images and videos (75%), and ideation and brainstorming (58%).

Many creators also rely on more than one AI tool, with 89% reporting the use of multiple platforms over the past three months to match different tools to specific creative tasks.
At the same time, concerns around trust and transparency remain prominent. Seventy-eight percent of Indian creators expressed concern about their content being used to train AI models without permission. 

While creators continue to explore new tools through personal research, social media trends and peer recommendations, barriers such as high costs, inconsistent output quality and uncertainty about training data continue to influence adoption decisions.

The report also highlights growing interest in agentic AI, defined as systems that can proactively assist users and perform multi-step actions. Ninety percent of Indian creators said they were optimistic or excited about its potential, and 96% indicated they would consider using AI that learns their creative style. Desired applications include automating repetitive tasks, supporting idea generation and providing insights into content performance, while maintaining human creative control.

Mobile devices have also emerged as central to the creator workflow. Eighty-one percent of Indian creators said they frequently create content on mobile, and 89 percent expect to increase mobile-based production over the next year, reflecting a shift towards mobile-first creation from planning through to publishing.

The survey was conducted in September 2025 in partnership with The Harris Poll. Respondents were defined as individuals who publish digital content at least a few times per month for social platforms, primarily representing Gen Z and Millennial creators rather than full-time creative professionals.