JioHotstar has partnered with OpenAI to introduce a multilingual, ChatGPT-powered voice assistant marking a major shift from passive streaming to conversational, intent-driven entertainment.
The integration enables users to discover shows, explore live sports, receive contextual recommendations, and interact dynamically with content. Instead of browsing endlessly, viewers can now simply ask turning streaming into a personalised, AI-guided experience.
Uday Shankar, Vice Chairman of JioStar, described AI as transformative across the entire media value chain from production and distribution to monetisation. He framed the partnership as a “fundamental reimagining” of entertainment, built around anticipating user intent and delivering personalisation at scale.
Fidji Simo, CEO of Applications at OpenAI, highlighted that the collaboration embeds personalised AI directly into entertainment and live sports allowing viewers to move seamlessly “from watching to asking.”
Strategically, the partnership positions JioHotstar at the forefront of AI-powered media innovation in India. By combining conversational AI with large-scale streaming infrastructure, the platform aims to redefine discovery, engagement, and monetisation in a competitive OTT landscape.
Overall, this collaboration signals the next evolution of streaming where AI becomes the interface, and entertainment becomes interactive, intuitive, and deeply personalised.
