JioHotstar has partnered with OpenAI to introduce a ChatGPT-branded voice and text interface aimed at transforming content discovery on India’s largest streaming platform.
Powered by OpenAI APIs, the new feature enables users to search and discover content through natural language conversations across multiple Indian languages. The conversational assistant replaces traditional keyword-based search with what the companies describe as “Multilingual Cognitive Search,” offering context-aware recommendations based on mood, intent and situational prompts.
Users can ask for recommendations in conversational formats — for example, requesting family-friendly content or genre-specific themes — and receive curated suggestions. The assistant will also enhance live sports viewing by enabling conversational discovery of scores, key moments and player highlights.
Uday Shankar, Vice Chairman of JioStar, said,”AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualisation and production to discovery and monetisation. As a tech-native, user-first platform, JioStar is embedding AI at the very core of the user experience. Our partnership with OpenAI will allow viewers to discover, engage with, and even curate content simply using their voice. This is a fundamental reimagining of the entertainment experience; one that anticipates culture and feels deeply personal to every viewer”
“Traditionally, entertainment is a one-way experience where you passively consume content – AI completely changes that dynamic.” said Fidji Simo, CEO, Applications, OpenAI. “Through our partnership with JioHotstar, we’re bringing personalized AI directly into entertainment and live sports, turning every moment into an opportunity for deeper engagement. Viewers can move seamlessly from watching to asking, from curiosity to context, and from exploration to recommendation in ways that feel natural, personal, and immediately useful.”
The rollout will begin with select experiences across live and on-demand formats and expand in phases. The partnership will also integrate JioHotstar recommendations directly within ChatGPT responses for entertainment-related queries.
