OpenAI and Reliance team up to add conversational search to JioHotstar
OpenAI and Reliance team up to add conversational search to JioHotstar
A new collaboration will embed an AI-driven search layer into JioHotstar, letting viewers hunt for films, shows and live sports using short text or natural speech. The feature routes queries through OpenAI's API, returning contextual suggestions and direct links into the platform’s catalog.
The rollout covers both live broadcasts and on-demand content and supports multiple Indian languages; users will receive tailored recommendations based on viewing history and stated preferences. Crucially, the partners designed the connection to be bidirectional: searches made inside ChatGPT can surface JioHotstar items, and discovery inside the streamer can use OpenAI’s conversational layer.
This deal was announced at an AI summit in New Delhi and sits alongside OpenAI’s broader local expansion plans, which include office openings and infrastructure partnerships with firms such as the Tata Group. The move tightens OpenAI’s commercial footprint in India and deepens its enterprise and consumer integrations across media and services.
Streaming platforms worldwide are experimenting with natural-language discovery; inside India, this integration positions JioHotstar to compete on instant relevance rather than traditional category browsing. Expect faster content discovery flows and fewer navigation steps for users who prefer describing mood, plotlines, or players instead of exact titles.
- Conversational search: text and voice inputs in multiple languages.
- Two-way linking: recommendations appear inside ChatGPT and JioHotstar.
- Applies to live sports and on-demand libraries.
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