OpenAI, Reliance partner to add AI search to JioHotstar

OpenAI is teaming up with Reliance to bring AI-powered conversational search to the Indian conglomerate’s streaming platform, JioHotstar.

The new feature, powered by OpenAI’s API, will allow users to search for movies, TV shows, and live sports using both text and voice prompts in multiple languages. It will return recommendations based on a user’s preferences and viewing history.

OpenAI has been expanding its presence in India, where it says there are more than 100 million weekly ChatGPT users. The company plans to open offices in Mumbai and Bengaluru later this year, building on its existing office in New Delhi.

The partnership was announced at the ongoing India AI Impact Summit in New Delhi, where OpenAI CEO Sam Altman is appearing alongside other major industry leaders, including Anthropic CEO Dario Amodei and Google CEO Sundar Pichai.

Beyond adding conversational discovery inside JioHotstar, the two companies also plan to extend the collaboration so that JioHotstar recommendations can surface directly inside ChatGPT. That would allow users who search for entertainment on ChatGPT to receive contextual suggestions and deep links to JioHotstar’s catalogue, positioning the integration as a two-way discovery layer rather than just an in-app feature.

The move comes as streaming and TV platforms increasingly experiment with conversational interfaces. Netflix said in May 2025 that it was testing a new search experience powered by OpenAI’s ChatGPT to help users find shows and films via natural language. In November, Google introduced Gemini-powered discovery features for its Google TV platform.

Fidji Simo, OpenAI’s chief executive of applications, said the partnership is intended to bring more personalised AI experiences into entertainment and live sports, helping viewers move “from curiosity to context” through natural interactions.

Uday Shankar, vice chairperson of JioStar, said embedding AI into content discovery will reshape how audiences find and engage with programming.

The companies said the rollout will cover both live programming and on-demand content.

The JioHotstar tie-up is part of OpenAI’s broader “OpenAI for India” effort to deepen its footprint in the country through infrastructure, enterprise, and education partnerships. Other moves under the initiative include work with the Tata Group on AI-ready data centres and enterprise deployments, as well as agreements with Indian companies, such as Pine Labs, Eternal, and MakeMyTrip.