JioHotstar integrates ChatGPT to simplify content discovery in India

JioHotstar has announced a new AI-driven feature aimed at changing how users discover shows, movies, and live sports on its platform. Revealed during the India AI Impact Summit, the update signals a shift towards conversational interfaces that rely less on traditional browsing and more on natural interactions.

The integration brings OpenAI’s ChatGPT technology directly into the streaming experience, reflecting a broader trend of AI becoming central to digital entertainment platforms.

Conversational discovery and multilingual interaction

At the heart of the partnership is a ChatGPT-powered assistant embedded inside the JioHotstar app. Instead of searching through menus or typing exact titles, users can describe their intent in everyday language, whether it relates to mood, genre, or viewing context.

The assistant interprets nuanced requests and suggests relevant content accordingly, making discovery feel more intuitive for both casual viewers and heavy users. The system supports both voice and text inputs across multiple Indian languages, enabling conversational search that adapts to regional preferences.

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For example, users can ask for family-friendly suggestions or request highly specific themes, and the assistant will analyse context to deliver tailored recommendations. The feature also aims to reduce scrolling fatigue by presenting options based on intent rather than rigid keywords.

Expanding discovery beyond traditional search

The collaboration introduces what the companies describe as a cognitive search experience, blending AI-generated responses with real-time catalogue access. During live sports events, viewers can request match highlights, player details, or scores without leaving the stream, adding a more interactive layer to live viewing. This approach attempts to bridge content consumption with contextual assistance, making the app feel more responsive to ongoing activity.

Another notable aspect is the two-way integration, where JioHotstar titles may appear within ChatGPT when users seek entertainment suggestions outside the app. The rollout will begin with select live and on-demand features before expanding gradually.

As competition intensifies in India’s streaming space, conversational AI could emerge as a key differentiator, shifting the focus from library size to intelligent discovery and personalised engagement.

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