MPA–FICCI Panel at AI Impact Summit 2026 Explores AI’s Expanding Role in Storytelling
New Delhi, February 16, 2026: The Motion Picture Association (MPA), in association with FICCI, convened an industry discussion titled “Where Content Meets Code: Reimagining Storytelling” on the first day of the AI Impact Summit 2026 in New Delhi. The summit has drawn heads of state from 20 nations, ministerial delegations from 45 countries, and CEOs from the world’s largest technology companies, underscoring its growing global significance.
Held on the opening day of the high-level gathering, the session examined how artificial intelligence is becoming an active collaborator across the content value chain, from development and production to marketing and distribution.
The panel featured Prasoon Joshi, Chairperson of the Central Board of Film Certification; Sushant Sreeram, Head, Marketing and SVOD at JioStar; Tyrone Estephan, Managing Director at Alt. VFX; Merzin Tavaria, Co Founder and President, Global Production and Operations at DNEG; Niraj Ruparel, Creative Technology Lead at WPP and WPP Media India; and Vatsal Sheth, Co Founder and CEO of Prismix Studios.
Offering a platform perspective, Sushant Sreeram said, “What an AI platform or engine will not be able to do on its own entirely yet is to be able to tell us something about the future that should not have existed in the past. I think we can take all the signals that we can get from all of these AI platforms and tools and capabilities, but ultimately it will boil down to our judgment. In a world of infinite possibilities, what choices we make, either as creators, storytellers or platforms, is what will matter.”
Emphasising inclusion and accessibility, Niraj Ruparel said, “AI has got eyes now. So let’s go to a community which doesn’t have one, and let’s co-create something with them. You scan anything and it talks back to you, that’s empowerment. AI has got something to offer for all the problems we are grappling with as Indians. But unless you co create, you are just living in your own bubble trying to build solutions.”
From a VFX perspective, Tyrone Estephan added, “I don’t think most people really understand what it takes to have something to say. You have to dig very deep. And I don’t think technology can do that for you. AI really is an instrument, but the creator is still conducting the entire orchestra.”
The discussion underscored that while AI is accelerating production capabilities and expanding creative possibilities, storytelling, judgment and value systems remain firmly human led.
The MPA’s program exploring the intersection of AI and the creative economy will continue throughout 2026 across key markets.