96% of Indian creators say AI is accelerating audience and business growth

The technology is also being used to increase the amount of experimentation creators can undertake. However, the report suggests that greater use of AI has not removed the importance of human input.

Human judgement remains an important part of the process. The findings also point to a growing tension around standing out in an increasingly crowded digital environment.

What Happened

Among creators who believe it has become harder to distinguish themselves than a year ago, 57 per cent attributed the problem to the sheer volume of content, while 44 per cent pointed to AI-generated content making it more difficult for distinctive voices.

• Picture: ReutersCreative artificial intelligence is becoming a more established part of the workflow for creators in India, with a large majority saying the technology is helping them grow their audiences and businesses, according to.

• The report found that 96 per cent of Indian creators who use or have tried creative AI believe it has accelerated the growth of their business or follower base.

• A further 85 per cent described the technology as integrated or essential to their work, while 82 per cent expect to increase their use of creative AI over the next year.

Key Details

Three-quarters of Indian respondents said their ability to compete with larger teams or studios had strengthened since they began using creative AI. Meanwhile, 94 per cent said work created with AI still reflects their individual voice.

• The findings are based on a survey of more than 16,000 creators across India, the US, UK, France, Germany, South Korea, Japan and Australia.

• Adobe commissioned the Harris Poll to conduct the survey in May 2026, covering emerging and professional social-first creators who regularly publish digital content and generate income through digital platforms.

• In India, 80 per cent of respondents said creative AI had made them feel more confident or professional in their work.

Why It Matters

The next stage of adoption could involve AI agents capable of carrying out multiple tasks with less direct intervention. The survey suggests that creators are interested in such systems, but want safeguards around how much independence they receive.

• Nearly half, or 71 per cent, said it made them feel more secure about their future as creators, while 52 per cent said AI helped them produce content faster and at a higher quality.

• Some 37 per cent said AI gave them more freedom to experiment before pitching ideas, while 47 per cent said it gave them the confidence to pursue more ambitious ideas and projects.

What Reports Say

Coverage of the story so far points to:

• While 98 per cent of Indian creators said creative AI helps them produce content faster, 72 per cent said AI-generated output generally requires moderate or extensive editing before it is ready to be published.

• About 77 per cent of respondents said human judgement remains essential to creative taste, while 87 per cent said the final creative decision should always remain with the creator, whether generative or agentic AI.

• Continued reporting by t2ONLINE as more details emerge