AI Integration to Transform Content Discovery Experience
Streaming platform JioHotstar has partnered with OpenAI to introduce ChatGPT-powered voice discovery and immersive AI experiences. The integration will allow users to discover content by speaking their intent naturally, replacing traditional scrolling and keyword-based navigation.
The rollout will begin with select live and on-demand experiences and expand in phases, enabling conversational content discovery across languages, genres, and viewing contexts.
Multilingual Cognitive Search to Solve Discovery Challenges
Through its Multilingual Cognitive Search feature, JioHotstar aims to address the growing “what to watch” challenge by enabling conversational recommendations. Instead of typing keywords or browsing menus, viewers can express their mood, intent, or context and receive real-time, personalised content suggestions.
Uday Shankar, Vice Chairman of JioStar, said artificial intelligence is transforming the entire media and entertainment value chain, from production to content discovery and monetisation. He added that embedding AI at the core of the platform enables more intuitive and personalised entertainment experiences.
Two-Way Integration Expands AI-Driven Engagement
The partnership will also extend beyond the streaming app. Users interacting with ChatGPT can receive contextual recommendations from JioHotstar’s content catalogue, including direct streaming links.
Fidji Simo, CEO of Applications at OpenAI, said the collaboration brings personalised AI into entertainment and live sports, enabling deeper user engagement and transforming passive content consumption into interactive experiences.
The move reflects how streaming platforms are increasingly leveraging AI to improve content discovery, engagement, and personalisation, positioning conversational AI as a key differentiator in India’s fast-growing digital entertainment market.
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