JioHotstar has announced a partnership with OpenAI to introduce a ChatGPT-powered conversational interface across its platform, enabling users to discover and engage with content through natural language in multiple Indian languages.

The integration replaces traditional browsing with a voice and text-based discovery experience, allowing viewers to explore India’s largest streaming library by simply stating their mood, intent, or context.

Powered by OpenAI APIs, the feature introduces Multilingual Cognitive Search aimed at solving the long-standing 'what to watch' dilemma and reducing scroll fatigue through more intuitive recommendations.

In what the companies describe as a first-of-its-kind innovation for the Indian market, users can now interact with the platform conversationally across genres, languages, and viewing moments.

Instead of navigating menus or typing keywords, audiences can speak prompts such as family viewing needs or niche preferences, with the assistant interpreting cultural nuance and situational context to deliver tailored suggestions.

The experience also extends to live sports, where users can conversationally access key moments, scores, and player highlights.

The rollout will cover both live and on-demand content, beginning with select experiences before expanding in phases.

Beyond the app, the partnership will also integrate JioHotstar discovery within ChatGPT itself. Users seeking entertainment recommendations on ChatGPT will receive contextual suggestions and direct streaming links from JioHotstar’s catalogue, creating a two-way integration between the platforms.

By embedding advanced AI at scale, JioHotstar aims to redefine streaming as a personalised, context-aware experience. As India’s streaming market matures, the company positions AI-driven multilingual interaction and real-time intent understanding as key differentiators in building a more inclusive and interactive entertainment ecosystem.

Uday Shankar, vice chairman, 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 enable viewers to discover, engage with, and curate content simply by 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. 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.”