Adobe

Bharti Airtel has announced a partnership with Adobe to offer complimentary access to Adobe Express Premium for eligible customers, marking a strategic expansion of its digital value-added services. The initiative is aimed at supporting India’s rapidly growing community of creators, professionals and small businesses by giving them access to advanced design and content creation tools at no additional cost.

Adobe Firefly has announced a strategic integration with Luma AI’s Ray3 video model, marking a significant milestone in AI-powered creative production. This collaboration equips designers, video editors, and digital marketers with advanced tools for seamless video generation, real-time editing, and automated visual enhancements. By leveraging Ray3’s AI-driven capabilities, Firefly users can produce high-quality content faster, reduce manual editing workloads, and achieve professional-grade results across multiple formats.

At the WAVES 2025 event, Adobe Systems CEO Shantanu Narayen outlined a compelling vision for India’s economic trajectory, asserting that creativity—supercharged by artificial intelligence—will soon eclipse traditional coding as the nation’s primary growth driver. With over 100 million content creators and a booming digital ecosystem, India stands poised to capitalize on AI-powered tools that unlock new avenues for innovation, expression, and productivity.