JioHotstar has partnered with OpenAI to roll out a ChatGPT-powered conversational interface, marking a significant shift in how Indian audiences discover and engage with streaming content. The new feature enables users to search for shows, movies and live programming using voice or text, moving beyond traditional keyword-based navigation.

Designed with a multilingual-first approach, the interface allows users to express their mood, context or viewing preferences in natural language. Whether a viewer is looking for a light-hearted comedy, a family-friendly film or a tense sports moment, the system delivers contextual recommendations drawn from JioHotstar’s live and on-demand catalogue.

The integration also enhances live sports viewing. Audiences can ask conversational questions to access real-time match updates, key highlights or player information, creating a more interactive and immersive sports experience. The rollout will begin with select use cases and expand in phases across the platform.

In addition to in-app discovery, JioHotstar content will surface within ChatGPT for relevant entertainment-related queries, directing users back to the streaming service and extending its discovery ecosystem beyond the app.

Commenting on the partnership, Uday Shankar highlighted AI’s role in transforming the media and entertainment value chain, from production to monetization. He described the integration as a reimagining of entertainment-one that feels intuitive and deeply personal.

Fidji Simo added that AI shifts entertainment from passive consumption to active engagement, allowing viewers to move seamlessly from watching to asking and exploring content in real time.

The move reflects a broader industry trend as streaming platforms in India increasingly adopt AI-driven personalisation and conversational interfaces to stay competitive in a crowded digital entertainment landscape.