JioHotstar has partnered with OpenAI to introduce a ChatGPT-powered voice and text interface on its streaming platform, which will allow users to discover content through natural language conversations in multiple languages.
The companies said the integration uses OpenAI APIs to deliver real-time, context-aware recommendations at scale.
The feature replaces traditional keyword-based search with what the companies describe as multilingual cognitive search. Instead of browsing menus or typing titles, users can speak their intent, mood, or context to receive recommendations.
For example, viewers can say, “My parents are visiting, suggest something we can all watch together.”
The rollout will begin with select experiences across live and on-demand formats and expand in phases.
The system interprets the request and delivers recommendations accordingly. Users will also be able to explore live sports through conversational prompts, including queries about scores, key moments and player highlights.
Uday Shankar, Vice Chairman of JioStar, said, “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, said, “Through our partnership with JioHotstar, we’re bringing personalised 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.”
Beyond the JioHotstar app, the companies will also integrate entertainment discovery into ChatGPT. Users asking entertainment-related questions in ChatGPT will receive contextual recommendations and streaming links from JioHotstar’s catalogue.
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