JioHotstar rolled out Multilingual Cognitive Search on Thursday, powered by OpenAI’s ChatGPT. The feature lets users ditch menu scrolling and keyword searches. Instead, they voice preferences like ‘I’m in the mood for a thriller’ or ‘show me live cricket matches,’ and get tailored suggestions across live and on-demand content.

The rollout starts with select experiences on the platform and will expand in phases. JioStar Vice Chairman Uday Shankar called AI a game-changer for media. ‘AI disrupts every part of the value chain, from production to discovery,’ he said. ‘As a tech-first platform, we’re putting it at the heart of user experience.’

Shankar said the tool reimagines entertainment by predicting cultural trends and delivering deeply personal results. OpenAI Applications CEO Fidji Simo echoed that view. ‘AI turns passive viewing into active engagement,’ she said. ‘Our work with JioHotstar brings personalized AI to entertainment and sports.’

Users no longer need exact titles or genres. The system understands context, intent, and even vague queries. It handles multiple Indian languages, making it accessible nationwide. JioHotstar plans to scale this for broader inclusivity as streaming competition heats up in India.

The integration goes both ways. ChatGPT users asking for entertainment tips will see JioHotstar links and suggestions pulled from its catalog. This creates smooth discovery outside the app. Officials at both companies said real-time intent understanding sets this apart from basic search tools.

India’s streaming market demands smarter personalization, JioHotstar stated. With millions of users facing the ‘what to watch’ problem, conversational AI promises quicker engagement. The platform eyes expansion to more content types, including sports and regional shows.

Shankar highlighted JioStar’s tech-native roots. The company aims to lead AI adoption in entertainment. Simo noted live sports as a key focus, where voice commands could enhance real-time viewing. Early tests show users responding well to the intuitive interface.

This launch comes amid India’s push in AI. Streaming services race to embed advanced tech for retention. JioHotstar, a Reliance-backed venture, positions itself as a frontrunner with this OpenAI tie-up.