JioHotstar, OpenAI Aim to Redefine Streaming Discovery in India

Streaming in India is set for a structural shift as JioHotstar partners with OpenAI to embed ChatGPT-branded conversational discovery into its platform.

The initiative replaces static browsing with dynamic AI-powered engagement, enabling users to describe moods, scenarios or preferences and receive curated recommendations instantly. The system supports multilingual interactions and contextual prompts.

Beyond content discovery, the feature enhances live sports experiences by allowing users to ask about scores, key moments or player performances conversationally.

Uday Shankar, Vice Chairman of 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 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 said, “Traditionally, entertainment is a one-way experience where you passively consume content – AI completely changes that dynamic.” said Fidji Simo, CEO, Applications, OpenAI. “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.”

The rollout will be phased, starting with select experiences.