JioHotstar Teams with OpenAI for Conversational Content Discovery

JioHotstar has partnered with OpenAI to introduce ChatGPT-powered voice discovery into the streamer, replacing scrolling with speaking.

Instead of navigating menus or typing in keywords, viewers can instead just speak their intent, mood or context and receive context-aware recommendations instantly. The ChatGPT-branded voice assistant completely replaces keyword-based discovery with recommendations for not just what viewers explicitly ask for but for what they didn’t know they were looking for.

The rollout will span both live and on-demand formats, beginning with select experiences and expanding in phases.

Beyond the in-app experience, JioHotstar and OpenAI will introduce new experiences within ChatGPT as well, extending entertainment discovery beyond the streamer. Users who turn to ChatGPT for entertainment-related questions will receive contextual recommendations and relevant streaming links from JioHotstar’s catalog.

“AI marks a transformative shift for the media and entertainment industry,” said Uday Shankar, vice chairman of JioStar. “It fundamentally disrupts every aspect of the value chain, from conceptualization and production to discovery and monetization. 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.”

“Traditionally, entertainment is a one-way experience where you passively consume content,” added Fidji Simo, CEO of applications at OpenAI. “AI completely changes that dynamic. 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.”