Adobe has released findings from its inaugural Creators’ Toolkit Report, showing widespread adoption of creative generative AI among content creators in India and other global markets.
The report is based on a global survey of more than 16,000 creators across the United States, United Kingdom, France, Germany, South Korea, Japan, India and Australia. It examines how creators are using creative generative AI and mobile tools, and what they expect from future AI developments, including agentic AI.
In India, 97 percent of creators surveyed said creative generative AI has had a positive impact on the creator economy. A further 95 percent reported that it has helped grow their business or personal brand, while 85 percent said it enabled them to create content they would not otherwise have been able to produce.
The study found that creative generative AI is now widely embedded in creator workflows. Ninety-nine percent of Indian creators said they actively use such tools. The most common uses include editing, upscaling and enhancement (77 percent), generating new assets such as images and video (75 percent), and ideation and brainstorming (58 percent). Eighty-nine percent said they had used more than one creative generative AI tool in the past three months.
Despite high adoption, concerns remain around trust and transparency. Seventy-eight percent of creators said they are concerned about their content being used to train AI without permission. Cost (38 percent), uncertainty about how AI models are trained (30 percent) and unreliable output quality (28 percent) were cited as the main barriers to adoption. Creators reported discovering new tools through personal research (74 percent), social media trends (68 percent) and recommendations from other creators (54 percent).
The report also highlights growing interest in agentic AI, which refers to systems that can take multi-step actions on a user’s behalf. Ninety percent of Indian creators said they are optimistic or excited about its potential, and 96 percent would consider using AI that learns their creative style. Key use cases identified include automating repetitive tasks (66 percent), brainstorming content ideas (63 percent) and providing content performance insights (57 percent).
Mobile devices are increasingly central to content creation. Eighty-one percent of creators said they frequently create content on mobile, and 89 percent expect to produce more content on mobile in the next year.
The research was conducted in partnership with The Harris Poll in September 2025. Creators were defined as individuals who publish digital content at least a few times per month to inform, entertain or engage audiences on social platforms, with a focus on emerging and semi-professional creators, primarily from Gen Z and Millennial cohorts.
