JioHotstar Partners with OpenAI to Launch ChatGPT-Powered Voice Discovery for Streaming in India
Reliance-owned JioHotstar has announced a strategic partnership with OpenAI to introduce ChatGPT-powered voice discovery on its streaming platform. The collaboration aims to redefine digital entertainment in India by enabling users to search and discover content using natural speech across multiple languages.
The new feature, called Multilingual Cognitive Search, will allow viewers to find live and on-demand content through conversational voice commands, offering highly personalised and context-aware recommendations.
A Major Shift in How India Streams Content
For over a decade, digital streaming in India has followed a simple pattern: scroll, select, and stream. However, with this latest AI integration, JioHotstar aims to move beyond traditional browsing and keyword searches.
Instead of navigating menus or typing queries, users can now simply speak their mood or preference — such as “suggest a feel-good movie in Hindi” or “thrilling cricket matches to watch” — and receive intelligent recommendations instantly.
The rollout will begin with select features across live and on-demand content and expand in phases.
Additionally, the partnership will extend to ChatGPT itself, enabling users to receive contextual entertainment suggestions along with direct streaming links from JioHotstar’s catalogue.
AI-Powered Personalisation at Scale
The ChatGPT-driven assistant goes beyond traditional search. It does not just respond to direct queries but also suggests related content viewers may not have considered. The goal is to eliminate the common “what to watch” dilemma.
By combining AI-led personalisation with multilingual support, JioHotstar aims to make content discovery more intuitive and inclusive for India’s diverse audience.
Leadership Speaks on the AI Transformation
Commenting on the partnership, Uday Shankar, Vice Chairman of JioStar, said that artificial intelligence represents a transformative shift for the media and entertainment industry.
According to him, AI is reshaping every stage of the value chain — from content creation to discovery and monetisation. He added that integrating AI at the core of the platform will allow users to discover, engage with, and curate content using their voice, creating a deeply personalised entertainment experience.
Fidji Simo, CEO of Applications at OpenAI, highlighted how AI is changing entertainment from a passive viewing experience into an interactive one. She noted that viewers can now move seamlessly from watching to asking questions, from curiosity to deeper context, making engagement more natural and meaningful.
Why This Matters for India’s Streaming Market
India’s streaming industry is evolving rapidly, with competition intensifying among platforms. Experts believe that the ability to instantly understand viewer intent and context will be a key differentiator.
With over 450 million average monthly users, JioHotstar is among the largest streaming platforms globally. The platform offers more than 300,000 hours of content across 19 languages, including movies, original shows, live sports, and special events.
By embedding AI-powered personalisation and enabling multilingual voice interactions at scale, JioHotstar is positioning itself at the forefront of next-generation streaming in India.
The Future of Voice-Led Entertainment
The integration of ChatGPT into JioHotstar signals a broader industry trend where artificial intelligence becomes central to content discovery, engagement, and monetisation.
As AI continues to transform media consumption, voice-driven and context-aware streaming could become the new standard — offering users a smarter, faster, and more personalised way to enjoy entertainment.
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