California: Media and entertainment conglomerate The Walt Disney Co will be “very thoughtful” in using artificial intelligence (AI) while continuing to rely heavily on its movies and sequels to expand its market share in India, a top executive said. Many companies are trying out AI and it will absolutely be a factor for Disney going forward, said Asad Ayaz, chief brand officer, The Walt Disney Company, and president-marketing, The Walt Disney Studios and Disney+.

“I think Disney has to be very thoughtful, obviously, as we are in all things we do and how we engage with AI. I think it’s a tremendous efficiency opportunity, but we have to be thoughtful with how we utilize that,” Ayaz told Indian media on the sidelines of the D23 Ultimate Disney Fan Event in California. Talking about the Disney brand, Ayaz said it is the strength of the Disney movies and shows along with its theme parks and the cruise line that defines its brand globally.

“But in India it is movies like Mufasa: The Lion King, Moana or Captain America which are resonating and further reinforcing our brands,” he said, adding Indians are engaging big time with Disney characters across multiple touch points, whether it is social, toys, merchandise or movies, and that's really what drives their brands.

“I think there are certain movies that resonate in a bigger way, which are the ones that have a more cinematic appeal, more scope, certain types of production value, they lend themselves to the big screen,” Ayaz said.

Some of the sequels lined up by Disney for a global launch include Moana 2 in November 2024, Zootopia 2 in November 2025, Frozen 3 in 2027, Avatar: Fire And Ash in 2025 and Captain America: Brave New World in 2025.

Acknowledging the fact that no one can surpass the quality of the Indian film industry, Ayaz said Disney sees an incredible opportunity to engage with Indian audiences in a way. “Obviously, the local film industry is operating at a very high level and also authentically engaged with Indian fans. Nevertheless, India gives us a huge, huge opportunity from purely an entertainment standpoint and it’s an exciting market,” he said.

The Walt Disney Company is exploring the possibility of holding a fan event in India following a full D23 event in Brazil, first time outside of the US, later this year and a Star Wars event in Tokyo, Japan next year.

“There are certain brands that are more popular in one country versus another. So absolutely, there's an opportunity for us to do something in India and work with our team in India to explore what is the right opportunity,” Ayaz said.

“I think by doing these large-scale events in Brazil and Japan in the next few months, we are going to learn a lot from that. It's important that those fan events be developed with the local team and local taste and culture in mind,” he said, adding the company would love to explore something bigger in the future in India.

(The journalist is in the US at the invitation of The Walt Disney Company)