For over ten years, digital entertainment has been a unidirectional experience: you search, you select, you view. Today, JioHotstar and OpenAI revealed a groundbreaking partnership that transforms this into a conversation in human language by integrating a ChatGPT-powered voice discovery and immersive experience at the center of India's biggest streaming platform.

This partnership enables JioHotstar to address the "what to watch" issue through Multilingual Cognitive Search, transforming scroll fatigue into impactful, user-focused exploration.

In a pioneering innovation for India, viewers can now explore, interact with, and immerse themselves in their favorite narratives just by speaking across different languages, genres, and moments, turning streaming into a natural, profoundly personal dialogue.

Rather than sifting through menus or entering keywords, users can articulate their desires, emotions, or situations and get smart, context-sensitive suggestions right away. The ChatGPT-branded voice assistant eliminates the limitations of keyword-centric discovery, providing suggestions not only for what viewers directly inquire about but also for what they didn’t realize they were seeking, enabling a more enriching and significant entertainment experience.

Uday Shankar, Vice Chairman of JioStar says, “AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualization and production to discovery and monetization. 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.”

Also Read: Republic Day 2026: India's Tech Triumphs & Global Leadership

Fidji Simo, CEO, Applications, OpenAI says, “Traditionally, entertainment is a one-way experience where you passively consume content - AI completely changes that dynamic. 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.”

Also Read: AI & Tech: Visionary Pre-Budget Insights from Industry Leaders

A user might say, “My parents are coming over, recommend something we can enjoy together,” or “We are twins and solely watch films centered on identical twins,” and the smart assistant understands cultural subtleties, contextual situations, and multi-faceted requests to provide relevant recommendations. Users can further enrich their live sports experience on JioHotstar through conversational exploration of crucial events, scores, player highlights, and any other information they desire.

Also Read: NVIDIA's Rubin Moment at CES: AI Supercomputing Breakthrough

The launch will cover both live and on-demand formats, starting with specific experiences and gradually expanding.