OpenAI, Reliance partner to add AI search to JioHotstar

OpenAI is partnering with Reliance to adhd AI-powered conversational hunt to the Indian conglomerate’s streaming work JioHotstar.

The feature, which is powered by OpenAI’s API, volition fto users hunt for movies, shows and unrecorded sports utilizing substance and dependable prompts successful aggregate languages, and person recommendations based connected their preferences and history.

OpenAI has precocious expanded its footprint successful India, which is location to more than 100 cardinal play ChatGPT users. The institution plans to unfastened offices successful Mumbai and Bengaluru aboriginal this year, adding to its existent bureau successful New Delhi.

The concern was announced astatine the ongoing India AI Impact Summit successful New Delhi, wherever Altman is appearing alongside manufacture leaders, including Anthropic’s Dario Amodei and Google’s Sundar Pichai.

The companies besides program to widen the concern to aboveground JioHotstar recommendations straight wrong ChatGPT, allowing users who hunt for amusement done ChatGPT to person contextual suggestions and heavy links into the platform’s catalogue. The determination positions the integration arsenic a two-way find furniture alternatively than a standalone in-app feature.

The determination comes arsenic streaming and TV platforms progressively experimentation with conversational interfaces. Netflix said successful May 2025 it was investigating a caller hunt acquisition utilizing OpenAI’s ChatGPT to assistance viewers find contented done earthy language, portion Google successful November introduced Gemini-powered find features for its Google TV platform.

Fidji Simo, main enforcement of applications astatine OpenAI, said the concern is aimed astatine bringing much personalized AI experiences into amusement and unrecorded sports, enabling viewers to determination “from curiosity to context” done earthy interactions.

Embedding AI into contented find volition assistance reshape however audiences find and prosecute with programming, said Uday Shankar, vice chairperson of JioStar.

The rollout volition span some unrecorded and on-demand formats, the companies said.

The JioHotstar concern is portion of OpenAI’s broader “OpenAI for India” propulsion to deepen its beingness successful the South Asian federation done infrastructure, enterprise, and education partnerships. Other moves nether the inaugural see collaborations with the Tata Group connected AI-ready information centers and endeavor deployments, arsenic good arsenic agreements with Indian companies specified arsenic Pine Labs, Eternal, and MakeMyTrip.