OpenAI announced a partnership with Reliance to integrate AI-powered conversational search into the streaming platform JioHotstar. The feature, using OpenAI’s API, will allow users to search for movies, shows, and live sports using text or voice prompts in multiple languages and receive personalized recommendations based on viewing history and preferences.
The collaboration will also extend to ChatGPT, enabling users to receive contextual suggestions and deep links into JioHotstar’s catalogue, creating a two-way discovery experience. The rollout will cover both live and on-demand content. OpenAI Chief of Applications Fidji Simo said the integration aims to move viewers “from curiosity to context” through natural interactions, while JioHotstar Vice Chairperson Uday Shankar highlighted its potential to reshape content engagement.
The announcement coincides with OpenAI’s broader “OpenAI for India” initiative, which includes enterprise, education, and infrastructure partnerships with Indian companies such as the Tata Group, Pine Labs, Eternal, and MakeMyTrip, as well as planned offices in Mumbai and Bengaluru. The move reflects growing adoption of AI-driven conversational interfaces by streaming platforms globally, following experiments by Netflix and Google TV.
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