JioHotstar and OpenAI have announced a partnership turning digital content searching into a human-language conversation by introducing ChatGPT-powered voice discovery.  Through this collaboration, JioHotstar says it is solving the ‘what to watch’ dilemma through Multilingual Cognitive Search, replacing scroll fatigue with meaningful, human-centric discovery.

Audiences in India can now discover, engage and immerse in their desired content simply by speaking across languages, genres and moments transforming streaming into an intuitive, personal conversation. Instead of navigating menus or typing keywords, viewers can simply speak their intent, mood, or context and receive intelligent, context-aware recommendations instantly. The ChatGPT-branded voice assistant completely replaces restrictive keyword-based discovery with recommendations for not just what viewers explicitly ask, but for what they didn’t yet know they were looking for.

Uday Shankar, Vice Chairman of JioStar, commented:”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.”

“Traditionally, entertainment is a one-way experience where you passively consume content – AI completely changes that dynamic.” added 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.”

Whether a user says, “My parents are visiting, suggest something we can all watch together,” or “We are twins and only watch movies about identical twins,” the intelligent assistant interprets cultural nuance, situational context and layered prompts to deliver suggestions. Users will also be able to enhance their experience of live sports on JioHotstar with conversational discovery of key moments, scores, player highlights and anything else they’d like to know.

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, extending entertainment discovery beyond JioHotstar. Users who turn to ChatGPT for entertainment-related queries will receive contextual recommendations and relevant streaming links from JioHotstar’s vast catalogue, making the partnership a true two-way integration.

As streaming in India matures, differentiation will increasingly be driven by intelligence that understands user intent and context in real time. By embedding AI-driven personalization and enabling multilingual interaction at scale, JioHotstar says it is building a more inclusive platform, empowering audiences to play a more active role in shaping their viewing journeys.

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Tags: ChatGPT, india, jiohotstar, OpenAI, search