OpenAI, Reliance partner to add AI search to JioHotstar | TechCrunch
Summary
OpenAI partners with Reliance to integrate AI-powered search into JioHotstar, enhancing user experience with personalized recommendations and conversational interfaces.
Why It Matters
This partnership represents a significant step in the evolution of content discovery in streaming services, leveraging AI to enhance user engagement and personalization. As OpenAI expands its presence in India, this collaboration could set a precedent for future integrations in the entertainment sector.
Key Takeaways
- OpenAI's AI search integration will enhance JioHotstar's user experience.
- The feature supports multiple languages and personalized recommendations.
- This partnership is part of OpenAI's broader strategy to expand in India.
OpenAI is partnering with Reliance to add AI-powered conversational search to the Indian conglomerate’s streaming service JioHotstar. The feature, which is powered by OpenAI’s API, will let users search for movies, shows and live sports using text and voice prompts in multiple languages, and receive recommendations based on their preferences and history. OpenAI has recently expanded its footprint in India, which is home to more than 100 million weekly ChatGPT users. The company plans to open offices in Mumbai and Bengaluru later this year, adding to its current office in New Delhi. The partnership was announced at the ongoing India AI Impact Summit in New Delhi, where Altman is appearing alongside industry leaders, including Anthropic’s Dario Amodei and Google’s Sundar Pichai. The companies also plan to extend the partnership to surface JioHotstar recommendations directly within ChatGPT, allowing users who search for entertainment through ChatGPT to receive contextual suggestions and deep links into the platform’s catalogue. The move positions the integration as a two-way discovery layer rather than a standalone in-app feature. The move comes as streaming and TV platforms increasingly experiment with conversational interfaces. Netflix said in May 2025 it was testing a new search experience using OpenAI’s ChatGPT to help viewers find content through natural language, while Google in November introduced Gemini-powered discovery features for its Google TV platform. Fidji Simo...
