OpenAI is teaming up with Reliance to incorporate AI-driven conversational search into JioHotstar, the streaming service of the Indian conglomerate. This feature will utilize OpenAI’s API to enable users to search for movies, shows, and live sports via text and voice prompts in various languages, offering recommendations based on their preferences and viewing history.
OpenAI has been expanding in India, home to over 100 million weekly ChatGPT users, planning to open offices in Mumbai and Bengaluru this year, in addition to its office in New Delhi.
The partnership was announced at the India AI Impact Summit in New Delhi, with Altman appearing alongside industry leaders such as Anthropic’s Dario Amodei and Google’s Sundar Pichai.
Additionally, the companies aim to integrate JioHotstar recommendations within ChatGPT, allowing for contextual suggestions and direct links to the platform’s content, making the integration a dual-purpose discovery tool rather than just an in-app feature.
This development aligns with the trend of streaming and TV platforms experimenting with conversational interfaces. In May 2025, Netflix tested a new search experience leveraging OpenAI’s ChatGPT for natural language content discovery, while Google introduced Gemini-powered discovery features for Google TV in November.
Fidji Simo, CEO of applications at OpenAI, stated the partnership seeks to deliver more personalized AI experiences in entertainment and live sports, facilitating natural interactions that take viewers from curiosity to context.
Embedding AI in content discovery is expected to transform audience interaction with programming, according to Uday Shankar, vice chairperson of JioStar.
Both live and on-demand formats will be covered in this rollout.
The JioHotstar collaboration is part of OpenAI’s “OpenAI for India” initiative, aimed at expanding its presence in the region through infrastructure, enterprise, and education partnerships. Other initiatives include collaborations with Tata Group on AI-ready data centers and enterprise deployments, as well as agreements with Indian companies like Pine Labs, Eternal, and MakeMyTrip.