If a title stands out, users can tap through to watch it on mobile or web. The feature is designed to simplify discovery by meeting users in a conversational interface rather than relying on traditional browsing inside the app.
“Streaming should feel effortless, and as chatbots and AI agents are becoming a common way people navigate the internet, Tubi is expanding its discovery experience to meet viewers in the moment they’re expressing intent in their own words,” said Mike Bidgoli, Tubi’s chief of product and technology.
The move makes Tubi the first major streaming service to build a dedicated experience within ChatGPT, where a growing number of apps—including Apple Music, Spotify, Zillow, and Canva—already offer integrated search and recommendations. The launch builds on OpenAI’s app ecosystem, introduced in late 2025, which allows third-party services to plug directly into the chatbot.
Tubi’s integration comes as competition across streaming platforms intensifies and discovery becomes a growing challenge. With more than 300,000 movies and TV episodes available, the company is positioning conversational AI as a way to surface content more efficiently.
The company had previously experimented with AI-powered recommendations through its Rabbit AI feature in 2023, but later discontinued the tool. The new ChatGPT integration signals a shift toward leveraging external AI platforms rather than building discovery tools solely within its own app.
Tubi reports more than 100 million monthly active users, while ChatGPT has reached 900 million weekly active users, underscoring the scale of the potential audience for the integration.
The launch also reflects a broader trend of companies embedding their services into AI interfaces, as chat-based discovery begins to play a larger role in how users find content online.
This analysis is based on reporting from CNET.
Image courtesy of Tubi.
This article was generated with AI assistance and reviewed for accuracy and quality.
