OpenAI, Reliance partner to add AI search to JioHotstar

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

This feature, powered by the OpenAI API, will allow users to search for movies, shows and live sports using text and voice prompts in multiple languages, and receive recommendations based on their preferences and history.

OpenAI recently expanded its presence in India, which is home to Over 100 million ChatGPT users weekly. The company plans to open offices in Mumbai and Bengaluru later this year, in addition to its current office in New Delhi.

The partnership has now been announced Artificial Intelligence Impact Summit in India In New Delhi where Altman appears Along with industry leaders, including Anthropic’s Dario Amodei and Google’s Sundar Pichai.

The two companies also plan to expand the partnership to display JioHotstar recommendations directly within ChatGPT, allowing users seeking entertainment through ChatGPT to receive contextual suggestions and deep links in the platform’s catalog. This move positions the integration as a two-way discovery layer rather than a standalone feature within the application.

The move comes as streaming and TV platforms are increasingly experimenting with conversational interfaces. Netflix It said in May 2025 that it was testing a new search experience using OpenAI’s ChatGPT to help viewers find content through natural language, while in November Google introduced… Gemini-powered discovery features for its Google TV platform.

Fidji Simo, chief applications officer at OpenAI, said the partnership aims to bring more personalized AI experiences to entertainment and live sports, enabling viewers to move “from curiosity to context” through natural interactions.

Incorporating AI into content discovery will help reshape how audiences find and engage with programming, said Uday Shankar, Vice President, JioStar.

The companies said the rollout will extend to live and on-demand formats.

The JioHotstar partnership is part of OpenAI’s broader ‘OpenAI for India’ drive to deepen its presence in the South Asian country through infrastructure, projects and services. Education partnerships. Other moves under the initiative include: Cooperation with Tata Group In AI-ready data centers and enterprise deployments, as well as Agreements with Indian companies such as Pine LabsAnd Everlasting and MakeMyTrip.