JioHotstar Launches ChatGPT-Powered Conversational Streaming in India
Uday Shankar, Vice Chairman of JioStar and Fidji Simo, CEO, Applications, OpenAI
Mumbai: JioHotstar has announced a landmark partnership with OpenAI to introduce ChatGPT-powered voice and text discovery across its streaming platform, enabling users to explore India’s largest streaming library through natural-language conversations.
The integration replaces traditional keyword-based browsing with what the company describes as Multilingual Cognitive Search, allowing viewers to speak their intent, mood or context in multiple languages and receive context-aware recommendations instantly.
In a first-of-its-kind rollout in India, the ChatGPT-branded voice assistant enables users to discover content by simply describing situations such as family visits or thematic preferences, with the AI interpreting cultural nuance and layered prompts to surface relevant suggestions. The feature will also enhance live sports experiences by enabling conversational queries about key moments, scores and player highlights.
Uday Shankar, Vice Chairman of JioStar, said artificial intelligence marks a transformative shift across the media and entertainment value chain, from production to discovery and monetisation, adding that embedding AI at the core of user experience fundamentally reimagines streaming as a deeply personal interaction.
Fidji Simo, CEO, Applications, OpenAI, said the collaboration brings personalised AI directly into entertainment and live sports, allowing viewers to move seamlessly from watching to asking and from curiosity to context in a natural, intuitive way.
The rollout will begin with select live and on-demand experiences and expand in phases. Beyond the app, OpenAI and JioHotstar will introduce contextual entertainment recommendations within ChatGPT, linking users directly to relevant streaming options, marking a two-way integration between the platforms.
With 450 million monthly average users and more than 300,000 hours of programming across 19 languages, JioHotstar said the AI-driven conversational discovery experience sets a new benchmark for personalised, multilingual streaming at scale.
