The creator economy is changing the way people approach photography and videography, with smartphones lowering the barrier to entry and AI reshaping what is possible behind the lens. As creators move from casual content to more ambitious, professional storytelling, the demand for versatile imaging tools is evolving with them. The other day, I sat down for a virtual chat with Vishesh Magoo, Assistant Director (Head of Camera Business Unit), Canon India, about the rise of India’s creator economy, the growing role of hybrid cameras, how AI will influence visual storytelling, and where dedicated cameras fit into a smartphone-first world.
SN: How has Canon seen the definition of a creator evolve, and what does that mean for the imaging industry?
VM: We’ve seen a sea change in the creator economy. It is no longer simply growing; it is booming. India already has one of the largest creator ecosystems in the world, and we estimate it could become the world’s largest by 2030.
COVID was the tipping point. Today, we estimate there are close to 100 million creators in India, with more people looking to monetise their content. That is where Canon comes in. As creators progress in their journey and look to differentiate themselves, they start looking beyond smartphones and towards dedicated cameras.
Canon is taking this evolution seriously. Traditionally, the imaging industry has been heavily dependent on weddings, which remain a highly professional and competitive segment. However, relying too heavily on one category can be risky, as we saw during COVID when weddings were restricted.
The creator economy is now poised to become bigger than weddings. We recently launched India in Motion, an eight-month programme aimed at promoting, encouraging and recognising creators across the country. Alongside this, we are expanding our product portfolio across entry-level and full-frame cameras, with a greater focus on video and the needs of modern creators, whether they are producing vertical content, horizontal videos or micro-dramas.
SN: Short-form video dominates the internet, while long-form and cinematic storytelling is also seeing renewed interest. How is Canon balancing the needs of creators across these formats?
VM: Canon is an imaging company, and we have capabilities across processors, sensors and lenses. This allows us to address a wide range of imaging applications, from entry-level creator products to broadcast and cinema.
At the professional end, our cinema cameras are used for high-end productions, with cameras starting at around ₹5 lakh and some lenses costing significantly more. At the other end, we have cameras for creators starting at around ₹60,000–70,000 that are designed to be easy and fun to use.
The expectation from creators today is very high. Cinema-grade quality has increasingly become the baseline, and creators don’t want to compromise. At the same time, the B2C segment is moving towards hybrid cameras that can handle photography, video and streaming. We expect this category to mature further as creators’ needs continue to evolve.
SN: Has the era of specialised cameras ended? Are hybrid cameras now the future?
VM: We are still at the beginning of the hybrid-camera journey. Creators increasingly want one device that can handle photography, video and streaming, and Indian consumers also place a strong emphasis on value and versatility.
India is one of the largest markets for streaming, and creators want equipment that can serve multiple purposes without compromising quality. So, while cinema remains a very specialised use case, we will see more hybrid devices in the consumer and younger creator segments.
SN: Where do you see AI genuinely enhancing creativity, and where should it remain a supporting tool rather than replacing human vision?
VM: AI is already very close to Canon’s core imaging technology. We have been using AI-based algorithms in our cameras for years, including technologies that enable features such as eye and face detection and subject tracking.
Looking ahead, AI could dramatically expand what creators can achieve. In cinema, for instance, AI could reduce the need for physical sets and locations, allowing creators to realise ideas that were previously difficult or expensive to produce.
However, I don’t think AI will replace human creativity. In fact, as AI-generated content becomes more common, realism could become more valuable. There will always be creators who want something authentic, bespoke and human. AI will increasingly be a tool that helps creators enhance their vision rather than replace it.
SN: Smartphones continue to improve every year. How does Canon plan to keep the gap between smartphones and professional cameras meaningful for the next generation of creators?
VM: We have to acknowledge that smartphones are doing a very good job, particularly for people who are experimenting with photography and videography. They have also helped turn almost everyone into a photographer or videographer.
But there is a fundamental physical difference between a smartphone and a dedicated camera. A larger lens allows more light, while a larger sensor enables greater image quality and detail. For someone who is serious about photography or videography, there will always be a point where they want to graduate to a dedicated camera.
Smartphones are therefore helping us expand the overall imaging ecosystem. People can experiment with their phones, and when they want to take the next step as serious enthusiasts or creators, that is where a dedicated camera becomes relevant.
SN: What major shift do you think will redefine content creation by the end of this decade, and how is Canon preparing for it?
VM: Creativity will reach new heights, enhanced by AI. Canon is preparing for this in three ways.
First, we are continuously developing products designed around the evolving needs of creators. Second, we are investing in the creator economy through initiatives such as India in Motion, which supports and recognises creators.
Third, we are investing heavily in customer education. We conduct thousands of activities where customers can try our cameras, attend workshops and participate in demonstrations designed to improve their skills.
We strongly believe the customer is at the centre of everything we do. We don’t want to simply sell a product and move on; we want to help creators develop their skills and grow with the technology.