JioHotstar partners with OpenAI to roll out ChatGPT-powered voice and text search: How it works

JioHotstar on Wednesday announced a partnership with OpenAI to introduce a ChatGPT-branded voice and text interface on its streaming platform in India. The companies said that with this newfound partnership, they want to make a shift in how viewers discover content online. With this new feature, people can find movies, TV shows, and live sports by simply talking or typing in normal, everyday language. They won’t need to scroll through menus or type exact keywords anymore. The feature will first be available for some live and on-demand content, and then it will slowly expand to more areas.

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Additionally, both companies said the update is designed to simplify the viewing experience by helping audiences more easily choose what to watch. The feature will offer personalised recommendations tailored to users’ preferences, including their favourite genres, preferred languages, and typical viewing habits.

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The new interface, powered by OpenAI’s application programming interfaces, brings conversational search to what JioHotstar describes as India’s largest streaming library. Users can speak or type requests in multiple languages and receive suggestions that take into account mood, situation and audience.

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The system acts as a smart and conversational companion that understands the intent behind your requests rather than just matching keywords. Instead of scrolling through endless menus, you can describe a specific situation. For example, if you ask for a movie that won’t be awkward to watch with your parents, the system identifies the right tone and cultural boundaries for you. It can even dig into specific themes, such as stories featuring twins, by looking past basic genres to find exactly what you are looking for.

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When it comes to live sports, the system transforms into a real-time expert sitting on the couch next to you. Rather than waiting for a post-game recap, you can ask for instant updates on scores, player statistics, or video highlights while the game is still in progress. Essentially, it removes the friction of traditional searching by interpreting your natural language and providing instant, relevant results based on what’s happening in the moment.

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Uday Shankar, Vice Chairman of JioStar, said artificial intelligence is reshaping the media and entertainment industry across production, discovery and monetisation. He added that the partnership embeds AI at the core of the platform’s user experience. Fidji Simo, Chief Executive Officer of Applications at OpenAI, said the collaboration aims to make entertainment more interactive by allowing viewers to move from watching to asking questions and receiving instant responses.

Beyond the streaming app, the companies plan to extend the partnership to ChatGPT itself. Users who search for entertainment recommendations within ChatGPT will receive contextual suggestions along with links from JioHotstar’s catalogue. Lastly, the companies also stated that the integration will evolve over time, as more features will be introduced in stages soon.

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Bhaskar Sharma

Bhaskar is a senior copy editor at Digit India, where he simplifies complex tech topics across iOS, Android, macOS, Windows, and emerging consumer tech. His work has appeared in iGeeksBlog, GuidingTech, and other publications, and he previously served as an assistant editor at TechBloat and TechReloaded. A B.Tech graduate and full-time tech writer, he is known for clear, practical guides and explainers. View Full Profile