In a first-of-its-kind move in India, JioHotstar has embedded ChatGPT-powered conversational discovery into its streaming platform through a partnership with OpenAI.
The integration allows users to interact with the platform using voice or text prompts in multiple languages, moving beyond traditional scroll-and-click navigation. The system interprets layered and contextual queries, delivering intelligent recommendations that anticipate user preferences.
The feature will also extend to live sports, enabling fans to request match highlights, player insights and contextual updates in real time.
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”
Fidji Simo, CEO, Applications, OpenAI, added, “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 integration will also surface JioHotstar content recommendations directly within ChatGPT for users making entertainment queries.
