Feb 19, 2026 2:56pm IST
JioHotstar, OpenAI partner for ‘conversational streaming’
JioHotstar and OpenAI have announced a partnership that transforms content discovery on the streaming platform into a simple, human-language conversation. With ChatGPT-powered voice discovery integrated into the platform, users will now be able to find what to watch through Multilingual Cognitive Search, which seeks to make discovery intuitive and eliminate scroll fatigue."
Over the course of the next few weeks, audiences can now discover, engage, and immerse in their favourite stories simply by speaking across languages, genres and moments transforming streaming into an intuitive, deeply personal conversation. Viewers can now simply speak their intent, mood, or context and receive intelligent, context-aware recommendations instantly. The ChatGPT-branded voice assistant completely replaces restrictive keyword-based discovery with recommendations for not just what viewers explicitly ask, but for what they didn’t yet know they were looking for.
Additionally, users will also be able to enhance their experience of live sports on JioHotstar with conversational discovery of key moments, scores, player highlights and anything else they’d like to know. The rollout will span both live and on-demand formats, beginning with select experiences and expanding in phases. The feature is currently live in English and Hindi.
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Beyond the in-app experience, JioHotstar and OpenAI will introduce new experiences within ChatGPT, extending entertainment discovery beyond JioHotstar. Users who turn to ChatGPT for entertainment-related queries will receive contextual recommendations and relevant streaming links from JioHotstar’s vast catalogue, making the partnership a true two-way integration.
Speaking about the partnership, Uday Shankar, Vice Chairman of JioStar, said,"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.”
“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.”
By integrating AI into streaming at scale, the streamer is powering the new conversational discovery experience, powered by OpenAI’s advanced AI models, for a context-aware personalised experience.
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