Reliance and OpenAI bring AI search to JioHotstar

OpenAI has joined forces with Reliance Industries to introduce conversational search into JioHotstar.

The integration uses OpenAI’s API so viewers can look for films, series, and live sports through multilingual text or voice prompts, receiving recommendations shaped by their viewing patterns instead of basic keyword results.

A collaboration that extends beyond the platform itself, with plans to surface JioHotstar suggestions directly inside ChatGPT.

The approach presents a two-way discovery layer that links entertainment browsing with conversational queries, pointing toward a new model for how audiences engage with streaming catalogues.

OpenAI is strengthening its footprint in India, where more than 100 million people now use ChatGPT weekly. The company intends to open offices in Mumbai and Bengaluru to support the expansion, adding to its site in New Delhi.

The partnership was announced at the India AI Impact Summit, where Sam Altman appeared alongside industry figures such as Dario Amodei and Sundar Pichai.

A move that aligns with a broader ‘OpenAI for India’ strategy that includes work on data centres with the Tata Group and further collaborations with companies such as Pine Labs, Eternal, and MakeMyTrip.

Executives from both sides said conversational interfaces will reshape how people find and follow programming, helping users navigate entertainment in a more natural way instead of relying on conventional menus.

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