Will ChatGPT change how you watch shows? OpenAI & JioHotstar announce AI-powered content discovery

OpenAI’s ChatGPT will now recommend and share streaming links from JioHotstar for users searching for entertainment content on the AI platform, following a partnership between the two companies, according to a joint statement issued on Thursday.

Under the collaboration, video streaming platform JioHotstar and OpenAI will also introduce a ChatGPT-powered voice discovery feature within the JioHotstar app. The feature will allow viewers to search for films, shows and live sports content by speaking their intent, mood or context, rather than navigating menus or typing keywords.

The companies said the integration will extend beyond the app experience. Users who ask ChatGPT for entertainment-related suggestions will receive contextual recommendations along with direct streaming links from JioHotstar’s catalogue, marking what they described as a two-way integration.

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The partners said the initiative is a first-of-its-kind innovation for India, enabling audiences to discover and engage with content across languages and genres through voice interaction, making the streaming experience more intuitive and personalised.

Fidji Simo, CEO of Applications at OpenAI, said the partnership would bring personalised AI directly into entertainment and live sports, allowing users to move seamlessly from watching content to exploring related information and recommendations.

“Traditionally, entertainment is a one-way experience where you passively consume content - AI completely changes that dynamic.” said Fidji Simo, CEO, Applications, OpenAI. “Through our partnership with JioHotstar, we’re bringing personalized AI directly into entertainment and live sports, turning every moment into an opportunity for deeper engagement. Viewers can move seamlessly from watching to asking, from curiosity to context, and from exploration to recommendation in ways that feel natural, personal, and immediately useful.”

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JioStar Vice-Chairman Uday Shankar said the company is embedding AI at the core of its user experience. He added that the collaboration with OpenAI would enable viewers to discover, engage with and curate content using voice commands, fundamentally reimagining the entertainment experience.

Speaking about the partnership, Uday Shankar, Vice Chairman of JioStar, said,"AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualisation and production to discovery and monetisation. As a tech-native, user-first platform, JioStar is embedding AI at the very core of the user experience. Our partnership with OpenAI will allow viewers to discover, engage with, and even curate content simply using their voice. This is a fundamental reimagining of the entertainment experience; one that anticipates culture and feels deeply personal to every viewer”.