JioHotstar has introduced a new AI-powered conversational streaming experience in partnership with OpenAI, allowing users to discover and explore content using natural language voice and text interactions across multiple languages.

According to a press release, the collaboration integrates ChatGPT-powered voice discovery and immersive features into the platform, aiming to transform how audiences search and engage with content. The initiative seeks to address the common “what to watch” challenge by enabling viewers to access recommendations through contextual conversations rather than traditional browsing or keyword searches.

The company said the feature introduces multilingual cognitive search capabilities that allow users to express their preferences, mood, or viewing context conversationally and receive tailored recommendations instantly. Instead of navigating menus or manually typing queries, viewers can speak their intent and receive context-aware suggestions designed to enhance personalisation and content discovery.

The conversational interface is expected to extend beyond basic recommendations, enabling users to explore live sports content by accessing key moments, scores, player highlights and additional contextual information through simple voice commands. The rollout will begin with select experiences and expand gradually across live and on-demand formats.

Commenting on the development, Uday Shankar, Vice Chairman of JioStar, said artificial intelligence represents a transformative shift for the media and entertainment sector, impacting everything from content creation to discovery and monetisation. He noted that embedding AI into the platform’s core user experience aims to make entertainment discovery more intuitive, personalised and culturally relevant.

Fidji Simo, CEO of Applications at OpenAI, said the partnership redefines entertainment consumption by enabling users to move seamlessly from watching content to seeking information and recommendations through natural conversations, thereby deepening engagement and personalisation.

The companies also plan to extend the partnership beyond the streaming platform, introducing new experiences within ChatGPT that will provide contextual entertainment recommendations and direct links to JioHotstar’s catalogue when users seek content-related queries.

With over 450 million monthly users and a library spanning more than 300,000 hours of programming across 19 languages, JioHotstar said the integration of AI-driven personalisation and multilingual interaction aims to make streaming more inclusive and user-centric. The initiative signals a broader shift in the industry, where platforms increasingly focus on intelligent discovery tools that understand user intent and deliver personalised viewing experiences in real time.