OpenAI has teamed up with Reliance to introduce AI-driven conversational search to JioHotstar, the conglomerate’s streaming service in India.
The new feature, powered by OpenAI’s API, enables users to search for movies, shows, and live sports using text and voice commands in various languages. It also provides personalized recommendations based on user preferences and viewing history.
OpenAI has recently expanded its presence in India, a country with over 100 million weekly ChatGPT users. The company is set to establish offices in Mumbai and Bengaluru later this year, in addition to its existing office in New Delhi.
The partnership announcement took place at the India AI Impact Summit in New Delhi, where Altman, alongside industry leaders like Anthropic’s Dario Amodei and Google’s Sundar Pichai, made the revelation.
Both companies plan to extend the collaboration to integrate JioHotstar recommendations directly into ChatGPT. This integration will allow users searching for entertainment through ChatGPT to receive relevant suggestions and links to the platform’s content, creating a seamless discovery experience.
The integration of conversational interfaces is becoming more prevalent in streaming and TV platforms. Netflix and Google have also experimented with AI-powered search experiences to enhance content discovery for viewers.
Fidji Simo, OpenAI’s chief executive of applications, emphasized that the goal of the partnership is to provide personalized AI experiences in entertainment and live sports, enabling viewers to transition from curiosity to context through natural interactions.
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Uday Shankar, vice chairperson of JioStar, highlighted that embedding AI into content discovery will revolutionize how audiences engage with programming.
The rollout of the AI-powered feature will encompass both live and on-demand content formats, offering a comprehensive entertainment experience.
The collaboration with JioHotstar is part of OpenAI’s broader initiative, “OpenAI for India,” aimed at strengthening its presence in the country through various partnerships in infrastructure, enterprise solutions, and education. These efforts include alliances with the Tata Group for AI-ready data centers and collaborations with Indian companies like Pine Labs, Eternal, and MakeMyTrip.
