India’s streaming platforms are entering a new phase — one where finding content could feel more like chatting than searching.
At the India AI Impact Summit in New Delhi, OpenAI confirmed a partnership with Reliance to introduce conversational AI search on JioHotstar. The feature will allow viewers to look for movies, series, and live sports using natural voice or text prompts in multiple Indian languages. Instead of typing rigid keywords, users can describe what they want to watch and receive suggestions shaped by their interests and viewing patterns.
The technology runs on OpenAI’s API and is designed to understand intent rather than just words. If someone feels like watching “a light comedy for family night” or “a thriller similar to something I saw last month,” the system can interpret that request and surface relevant titles from the platform’s catalog.
Expanding Discovery Beyond the App
The collaboration does not stop within JioHotstar. The companies also plan to bring JioHotstar recommendations into ChatGPT itself. When users search for entertainment through ChatGPT, they may receive contextual suggestions along with direct links to the streaming platform. This creates a discovery loop that works both inside and outside the app.
The feature will roll out across live events and on-demand programming, covering everything from sports matches to films and original series.
Streaming companies globally have been exploring conversational interfaces as libraries grow larger and more complex. Smarter discovery tools are becoming essential as viewers look for faster, more intuitive ways to navigate content.
Fidji Simo, Chief Executive of Applications at OpenAI, said the collaboration focuses on making entertainment and live sports more personalized through AI. Uday Shankar, Vice Chairperson of JioStar, noted that integrating AI into discovery tools could change how audiences explore and engage with programming.
The announcement also highlights OpenAI’s expanding presence in India. The country now accounts for more than 100 million weekly ChatGPT users, making it one of the company’s fastest-growing markets. OpenAI plans to open new offices in Mumbai and Bengaluru later this year, in addition to its existing base in New Delhi.
The JioHotstar deal is part of OpenAI’s broader “OpenAI for India” initiative, which includes infrastructure, enterprise, and education partnerships across the country. Recent collaborations with major Indian business groups signal a long-term strategy focused on building local AI capacity alongside consumer-facing features.
As streaming platforms compete for attention, conversational search may quietly redefine how viewers move from browsing to watching — making the journey feel less mechanical and more intuitive.
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