That’s the road Richard Kerris, vice chairman of media & leisure at Nvidia, retains returning to – and never simply as a catchphrase. It’s how the US chipmaking firm is approaching the transformation of content material creation, stay occasions, gaming, and immersive storytelling via AI and accelerated computing.
On his first go to to India for the inaugural Waves summit, Kerris shared Nvidia’s long-term imaginative and prescient for the Indian media and leisure ecosystem, a market that he stated is on the cusp of going from outsourcing to possession. For somebody driving international technique for one of many world’s most superior AI platforms, Kerris stays rooted in creativity.
“It’s one factor to speak concerning the expertise,” he stated, “it’s one other to really use it.”
A photographer himself, Kerris sees creativity as core to how Nvidia engages with its companions, customers and builders. He stated GenAI is now supercharging that inventive spirit. India, Kerris stated, has historically been seen as a service hub for animation and post-production. However that narrative is shifting.
“Studios right here already know learn how to collaborate and ship on time and on funds. Now they’ll begin driving the inventive idea too,” he stated.
One massive cause for this alteration is Nvidia’s constant software program stack: the identical platform runs throughout consumer-grade GeForce playing cards and billion-dollar information centres.
“We’ve seen content material made on GeForce playing cards win Academy Awards,” he stated, including that affordability now not has to restrict functionality. New compact AI gadgets like Spark are aimed toward smaller creators, providing real-time rendering and scalable output with out ballooning prices.
“From the aspirational to the skilled, we now have a platform that solves for each,” Kerris added.
Immersive experiences
Past content material creation, Nvidia permits a brand new form of media consumption the place followers develop into contributors. He referenced Arcturus and Viewport, firms that use AI to sew collectively stadium feeds, permitting viewers to choose digital camera angles, comply with gamers in actual time or get instantaneous AI-generated highlights.
“We’re seeing the rise of really interactive experiences, whether or not it’s an NBA match or a stay live performance,” Kerris stated. “This can be a compute-intensive problem, and that is what we do finest.”
With India’s stay leisure market increasing and client expectations shifting in the direction of immersion, Nvidia’s position in enabling real-time, personalised experiences is simply anticipated to develop.
Actual-time rendering, digital units
Actual-time rendering, as soon as a post-production bottleneck, is one other frontier being redefined. Kerris famous that about 20% of productions use recreation engines like Unreal, a determine projected to hit 70% in 5 years.
“Now you can do a number of shoots in a day and use digital lighting and LED backdrops. It’s about giving management again to the creator,” he stated.
This shift is especially vital in India, the place movies are made in numerous languages and demand extremely localised variations. Utilizing AI, Nvidia-backed instruments additionally allow real-time dubbing, not simply translating however adjusting lip sync, facial construction, and even dialect.
“The interpretation has to grasp the context,” Kerris stated. “Saying one thing in LA vs Mumbai? The instruments must adapt to that nuance. It’s not simply subtitling anymore however a story-preserving transformation.”
Soul of storytelling
With generative AI turning into simpler and sooner to deploy, considerations round originality and inventive integrity are rising.
“There’s a worry of what’s not understood,” Kerris admitted. “However we’ve at all times had instruments. The secret is understanding learn how to use them responsibly.”
Nvidia, he stated, is working intently with companions like Adobe to embed watermarking, traceability, and information possession within the AI improvement pipeline.
“What you practice on is as essential as what you output,” he stated, stressing that content material made with AI ought to nonetheless mirror the creator’s intent. He pushed again in opposition to the concept that AI-generated music or visuals will substitute human creativity.
“You would possibly hear an AI-generated tune as soon as, however would you set it on a playlist? Style is human. That’s not going away,” he stated.
Agentic AI and the following frontier
Trying forward, Kerris is especially enthusiastic about agentic AI (programs that make choices and act autonomously), that may mimic mentors or iconic creators.
“Think about a educated AI agent that provides you suggestions like a legendary director would,” he stated. “What higher technique to encourage the following era than to allow them to be taught instantly from icons, even just about?”
He sees this as notably highly effective in training.
“All of us wish to be mentored. AI could make that entry potential,” Kerris stated.
Not simply serviced right here
As India strikes from a back-end contributor to a inventive originator, Kerris sees Nvidia enjoying an important position.
“We’re not right here to only promote chips. We’re right here to accomplice with studios, with startups, with creators,” he stated.
The corporate is already in talks with native companions and cloud suppliers like Yotta and E2E Networks to supply versatile compute entry at scale.
“India has the expertise. Now it’s about constructing inventive confidence,” he stated. “That is going to be an incredible subsequent few years.”
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