Cameron Adams, co-founder of Canva, recently visited India for the first time. In between dealing with lost baggage, losing himself in the vibrant Indian culture, and meeting Canva’s talented team in Delhi, Adams uncovered a surprising design trend: India’s obsession with background removal.

While Canva offers a vast suite of AI-powered design tools, templates, and branding solutions, one feature stood out in India more than any other: the ability to erase backgrounds. From small business owners polishing their e-commerce product images to social media creators crafting seamless visuals, background removal has become an essential tool across industries.

Adams was fascinated by how deeply embedded design has become in India’s digital ecosystem. The country’s booming creator economy, rapid e-commerce expansion, and increasing demand for high-quality visuals have made background removal more than just a tool—it’s a necessity. 

The trend is now shaping the way Canva adapts to one of its fastest-growing markets. As the company continues to evolve, Adams sees India as a creative powerhouse that is redefining digital design at scale.

The fact that India has quickly become Canva’s fourth-largest market is a testament to its explosive growth. 

“India is now our fourth biggest market, and it continues to grow amazingly, which is why it’s so great to have a team here that really helps foster growth,” Adams revealed, alongside discussing the importance of localisation, highlighting the team’s efforts in providing relevant content, features, and language support. 

Canva, Ab Hindi Mein

Canva is planning to launch a Hindi website in the next few months. The introduction of a Hindi-language website will allow millions of users to design and communicate with ease in their native tongue, promoting inclusivity and broader access to visual storytelling in India.

“It’s really important for us to bring a truly local product here. The team does an amazing job making sure we have the right content, the right product features, and the right languages that we’re speaking to people.”

Adams also pointed to the unique usage patterns in India, noting the popularity of the photo background removal tool and the significant use of Canva for creating resumes and presentations. 

He expressed excitement about the thriving educator community in India, driven by the Canva for Education program. 

The co-founder sees immense potential for Canva in India, even suggesting it could become the number one market. “I think, given the current growth trajectory, being number one is just a question of time. India is a huge market.” He cited the entrepreneurial spirit and diverse skill set in India as key drivers of this growth.

AI at Canva, By Design

Canva has been investing in AI for over seven years, long before the recent surge in AI design startups. Adams explained how AI is now woven into every aspect of the Canva experience. 

“AI is now integrated at every touch point that you have within Canva, from the home page where you might be suggested different designs…through to every step in designing, whether that’s removing a background or getting suggestions on copy.” 

He proudly shared that Canva users have engaged with AI features over 13 billion times, demonstrating the value and adoption of these tools.

Addressing concerns about AI-generated designs lacking originality, Adams emphasised the importance of balancing AI with human creativity. 

“We very much view it [AI] as a tool. It’s not the be-all and end-all…We still rely heavily on the rest of the Canva products to produce amazing designs.” He highlighted Canva’s vast library of elements, creator-led content, and templates as crucial components that complement AI capabilities.

Canva’s AI strategy involves a three-pronged approach: developing in-house models, partnering with leading AI companies like OpenAI and RunwayML, and empowering the developer ecosystem through the Canva App Store.

“Those are the three pillars we think of when we think about our AI strategy, and together, they enable us to bring the best product with the best AI, creating the best experience for our customers,” he said.

Built for Collaboration, Not Automation

Adams sees a future where humans and AI work together seamlessly to achieve the best outcomes. He discussed the potential of AI design agents but emphasised the importance of human agency. 

“We strongly believe that humans and technology together produce the best outcomes, not just technology alone…that real collaboration between people and technology is what we’re aiming to create in our product.”

While acknowledging the potential for automation, Adams cautioned against a purely technology-driven approach. “I think it’s somewhat simplistic to think of AI as this one-click button that can produce things for you. It needs to change the way we think about problem-solving and delivering solutions and the way we work together as teams.”