JioHotstar and OpenAI have launched a ChatGPT-powered content discovery experience to transform how audiences navigate streaming. The AI-driven system allows users to search for titles, genres, moods, or contextual queries instead of relying solely on menus or keyword searches. The interface also understands nuanced prompts, helping users find personalized recommendations tailored to their preferences.
The conversational feature supports multilingual voice and text input, making it easier for viewers to explore content in languages they are most comfortable with. Users can ask for shows or movies based on scenarios, moods, or themes, and the AI generates contextual recommendations from JioHotstar’s catalogue.
Beyond on-demand content, the AI assistant extends to live sports, providing scores, highlights, player stats, and match insights in real time. Users can also access JioHotstar content via ChatGPT directly, receiving interactive recommendations and links from the platform’s library.
The launch represents a shift in Indian streaming habits, positioning AI as a critical tool for content discovery and real-time engagement in a highly competitive market.
Uday Shankar, Vice Chairman of JioStar, said, “AI marks a transformative shift for the media and entertainment industry. As a tech-native, user-first platform, JioStar is embedding AI at the very core of the user experience.”
Fidji Simo, CEO of Applications at OpenAI, said, “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 sport.”
