OpenAI has partnered with Reliance to bring AI-powered conversational search to JioHotstar, the Indian conglomerate’s streaming service, the companies announced at the India AI Impact Summit in New Delhi. The feature, powered by OpenAI’s API, will allow users to search for movies, TV shows and live sports using text and voice prompts in multiple languages, while receiving recommendations tailored to their viewing history and preferences.
The rollout will apply to both live and on-demand content, positioning conversational AI as a new layer in how viewers navigate JioHotstar’s catalogue. In addition to the in-app feature, the companies plan to extend the integration into ChatGPT itself. Users searching for entertainment within ChatGPT will be able to receive contextual recommendations and deep links into JioHotstar’s library, creating a two-way discovery experience rather than a standalone search tool.
Fidji Simo, OpenAI’s chief executive of applications, said the partnership is aimed at delivering more personalized AI experiences in entertainment and live sports, helping users move “from curiosity to context” through natural interactions. Uday Shankar, vice chairperson of JioStar, said embedding AI into content discovery could reshape how audiences find and engage with programming.
The deal adds to OpenAI’s expanding presence in India, where the company says it has more than 100 million weekly ChatGPT users. OpenAI plans to open new offices in Mumbai and Bengaluru later this year, adding to its existing office in New Delhi. The JioHotstar integration falls under OpenAI’s broader “OpenAI for India” initiative, which includes infrastructure and enterprise partnerships such as collaborations with the Tata Group on AI-ready data centers and agreements with companies including Pine Labs, Eternal and MakeMyTrip.
Streaming platforms globally are increasingly experimenting with conversational interfaces. Netflix said in May 2025 it was testing a ChatGPT-powered search experience, and Google introduced Gemini-powered discovery features for Google TV in November. The JioHotstar partnership reflects a similar push to move beyond keyword-based search toward natural language interaction.
With India representing one of the world’s largest and fastest-growing digital markets, the integration gives OpenAI deeper access to a high-volume consumer platform while offering Reliance a more personalized discovery layer across entertainment and sports. The effectiveness of the rollout will likely hinge on how seamlessly conversational search integrates into everyday viewing habits across JioHotstar’s diverse user base.
This analysis is based on reporting from TechCrunch.
Image courtesy of JioHotstar.
This article was generated with AI assistance and reviewed for accuracy and quality.
