OpenAI, Reliance companion so as to add AI search to JioHotstar

OpenAI is partnering with Reliance so as to add AI-powered conversational search to the Indian conglomerate’s streaming service JioHotstar.

The function, which is powered by OpenAI’s API, will let customers seek for motion pictures, exhibits and dwell sports activities utilizing textual content and voice prompts in a number of languages, and obtain suggestions based mostly on their preferences and historical past.

OpenAI has not too long ago expanded its footprint in India, which is house to greater than 100 million weekly ChatGPT customers. The corporate plans to open workplaces in Mumbai and Bengaluru later this 12 months, including to its present workplace in New Delhi.

The partnership was introduced on the ongoing India AI Affect Summit in New Delhi, the place Altman is showing alongside business leaders, together with Anthropic’s Dario Amodei and Google’s Sundar Pichai.

The businesses additionally plan to increase the partnership to floor JioHotstar suggestions immediately inside ChatGPT, permitting customers who seek for leisure by means of ChatGPT to obtain contextual ideas and deep hyperlinks into the platform’s catalogue. The transfer positions the combination as a two-way discovery layer moderately than a standalone in-app function.

The transfer comes as streaming and TV platforms more and more experiment with conversational interfaces. Netflix stated in Might 2025 it was testing a brand new search expertise utilizing OpenAI’s ChatGPT to assist viewers discover content material by means of pure language, whereas Google in November launched Gemini-powered discovery options for its Google TV platform.

Fidji Simo, chief government of functions at OpenAI, stated the partnership is aimed toward bringing extra personalised AI experiences into leisure and dwell sports activities, enabling viewers to maneuver “from curiosity to context” by means of pure interactions.

Embedding AI into content material discovery will assist reshape how audiences discover and interact with programming, stated Uday Shankar, vice chairperson of JioStar.

The rollout will span each dwell and on-demand codecs, the businesses stated.

The JioHotstar partnership is a part of OpenAI’s broader “OpenAI for India” push to deepen its presence within the South Asian nation by means of infrastructure, enterprise, and schooling partnerships. Different strikes beneath the initiative embrace collaborations with the Tata Group on AI-ready information facilities and enterprise deployments, in addition to agreements with Indian corporations equivalent to Pine Labs, Everlasting, and MakeMyTrip.