JioHotstar has partnered with OpenAI to integrate a ChatGPT-powered voice and text assistant directly into its streaming app. Announced at the India AI Impact Summit, the new multilingual discovery tool enables users to search for content using natural language conversations instead of relying on traditional keyword searches. The feature aims to deliver contextual and personalised recommendations, reducing the need for endless scrolling and making content discovery faster and more intuitive.
JioHotstar’s partnership with OpenAI centres on a ChatGPT-powered interface built using OpenAI APIs. While technical details have not been fully disclosed, the multilingual discovery tool is expected to combine advanced text generation with speech-to-text and text-to-speech capabilities, enabling seamless voice and text interactions within the app.
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The companies are calling the feature “Multilingual Cognitive Search,” which allows users to simply speak or type their intent, whether it’s a mood, situation, genre preference, or a highly specific scenario. Instead of relying on rigid keyword matching, the AI interprets nuance, cultural context, and layered prompts to deliver context-aware recommendations across multiple Indian languages.
For example, users can ask for family-friendly suggestions when parents are visiting or request movies based on a specific theme like identical twins. The assistant is designed not just to respond to direct queries but also to anticipate related content users may not have considered, helping address the common “what to watch” dilemma with smarter, personalised suggestions.
Beyond on-demand shows and movies, the tool also extends to live sports. Viewers can ask for match highlights, player stats, scores, or contextual insights in real time during live games. The rollout will begin with select live and on-demand experiences before gradually expanding across the platform in phases.
Speaking about the partnership, Uday Shankar, Vice Chairman of JioStar, stated,”AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualisation and production to discovery and monetisation. 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.”
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