Hyderabad, Feb 19 (TNT): JioHotstar and OpenAI on Thursday announced a partnership to integrate ChatGPT-powered voice and text discovery into the streaming platform, introducing multilingual, conversational search across its content library.
The companies said the integration uses OpenAI APIs to enable users to discover films, shows and live sports through natural language prompts rather than traditional menu navigation or keyword-based search.
Branded as a ChatGPT-powered voice assistant, the feature allows users to speak their intent, mood or context in multiple languages and receive context-aware recommendations.
The companies described the feature as “Multilingual Cognitive Search,” aimed at addressing what they termed “scroll fatigue” in digital entertainment.
Uday Shankar, Vice Chairman of JioStar, said artificial intelligence is reshaping the media and entertainment value chain.
“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,” Shankar said in a statement.
Fidji Simo, CEO of Applications at OpenAI, said the collaboration embeds personalized AI directly into entertainment and live sports experiences.
“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,” Simo said.
The companies said the assistant can interpret layered prompts and cultural nuance. For example, users may request recommendations suited for visiting parents or search for niche themes such as films about identical twins. The feature will also extend to live sports, enabling conversational access to key moments, scores and player highlights.
The rollout will span both live and on-demand formats, beginning with select experiences before expanding in phases.
Beyond the in-app integration, the partnership will also extend into ChatGPT, where users making entertainment-related queries will receive contextual recommendations and streaming links from JioHotstar’s catalogue.
The companies said the integration of advanced AI models is intended to create a more personalized and context-aware streaming experience as competition intensifies in India’s digital entertainment market.
TNT KS
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