Nvidia Global VP Richard Kerris has weighed in on the debate around AI-generated music, arguing that artists should be free to create and share content made with AI tools. He criticised audio streaming platforms for restricting musicians from promoting or streaming original works created with the help of AI.

Drawing parallels with widely accepted technologies, Kerris pointed out that just as writers use spell-check or photographers rely on autofocus, musicians have long embraced tools like auto-tune.

“When you write scripts, do you use spell-check? Then you've used AI. Did you take a photo using autofocus? It's just a matter of time before this argument disappears. It’s a fear and uncertainty of what it actually means. How many artists use auto-tune? It’s just a matter of time before this gets adopted,” said Kerris.

"It's only a matter of time before AI-generated music becomes just another part of the creative process,” he added, suggesting that current resistance stems more from fear and uncertainty than from practical concerns.

He emphasised that artists should be empowered to use these new tools creatively—infusing them with their unique style—and have the freedom to share their AI-assisted work with the world. “An artist can harness these tools and do things with them in their own flavour, and should be able to share that with the world,” he added.

Addressing concerns around AI-generated art, Kerris acknowledged the tension between technological progress and artistic authenticity. He cited a recent case where a Japanese artwork created using AI became so popular that it caused a spike in GPU demand.

“AI is a means to an end. It's a tool that helps you on that journey to tell a story, but it’s not replacing anything. What it’s doing is giving you accelerated compute. AI is a new frontier that’s bringing this power to more creative individuals across the globe. You can see amazing work being done on handhelds,” said Kerris.

While some artists feel displaced by the ease of generative tools, Kerris argued that creativity is inherently iterative and evolutionary. Much like photography once mimicked painting or auto-tune reshaped music, AI is simply the next step in the creative journey—one that should inspire artists to push their boundaries rather than fear replacement.

Kerris also noted how AI is transforming the creator-computer relationship. In the past, learning software like Maya required mastering hefty manuals; today, AI allows users to generate content through simple prompts. However, he stressed that true mastery still requires understanding the fundamentals—whether it’s film, design, or storytelling. Just as owning a camera doesn’t make one a professional photographer, using AI doesn’t automatically make someone an artist. Tools may evolve, but the essence of creativity—skill, intent, and knowledge—remains foundational.

Costs Will Be Brought Down with Democratisation of Access

In a lively conversation that playfully described India as “organised chaos”—where people navigate traffic with the precision of a ballet despite cars being just inches apart—Nvidia’s Global VP Richard Kerris and India MD Vishal Dhupar shared their insights on the future of the country’s media and entertainment industry as it rides the wave of AI transformation.

Responding to a question by Fortune India, Kerris addressed concerns around the rising energy costs of AI, arguing that despite AI systems consuming more power than traditional CPUs, they can deliver results much faster, ultimately making them more cost-effective.

“When people say that accelerated compute uses more energy than a CPU and assume it will cost more—well, actually, it produces the product faster, so it's ultimately cheaper, even if it uses more energy,” Kerris told Fortune India.

He suggested that the benefits of accelerated computing—including speed and productivity—outweigh the perceived cost drawbacks.

His comments echoed recent observations by OpenAI CEO Sam Altman, who noted that while the cost of building and deploying AI models is steadily falling, total investment in AI will likely continue to grow. As efficiency improves, broader adoption and innovation will follow, fuelling new economic opportunities.

Kerris emphasised that in sectors like media and entertainment, AI is playing a key role in democratising content creation. He pointed out that individuals are already producing high-quality content using smartphones, bypassing the need for expensive production setups. AI, he said, will further reduce these barriers, ultimately driving the cost of intelligence toward the margins.

“The aim of AI advancements is to bring intelligence to marginal costs,” Kerris added.

Dhupar concluded that if India played such a significant role in shaping the global computer revolution, there’s no reason why Indians shouldn’t lead the innovations of the AI era with their vast population of developers.

“If you took all the lines of software written today from 1964 onwards, every eighth line of code was written by an Indian,” said Dhupar.