In a significant step towards AI-driven streaming, JioHotstar has partnered with OpenAI to integrate a ChatGPT-powered voice and text assistant into its app. The announcement was made on the sidelines of the India AI Impact Summit on Thursday. Led by Sam Altman, OpenAI will power a multilingual discovery tool designed to help users find content through natural language conversations instead of traditional keyword search and endless scrolling.
At the heart of this collaboration is a ChatGPT-based interface developed using OpenAI APIs. While technical details have not been revealed, the tool is believed to combine text generation with speech-to-text and text-to-speech capabilities. This allows users to interact through both voice and text across multiple Indian languages. The feature is described as ‘Multilingual Cognitive Search’, enabling viewers to express their mood, situation, genre preference, or even specific scenarios and receive instant, context-aware recommendations.
JioHotstar explained that users can say, “My parents are visiting, suggest something we can all watch together,” or “We are twins and only watch movies about identical twins.” Instead of relying on exact keyword matches, the AI assistant understands nuance, cultural context and layered prompts to surface relevant titles from the platform’s catalogue. The company claims the assistant can also recommend related content users may not have considered, aiming to solve the common “what to watch” dilemma.
The multilingual search feature is not limited to on-demand shows and movies. It also extends to live sports coverage. Users can ask for key match moments, player highlights, scores, or contextual insights in real time during live matches. “Viewers can move seamlessly from watching to asking, from curiosity to context and from exploration to recommendation in ways that feel natural, personal and immediately useful,” said Fidji Simo, CEO of Applications at OpenAI, in a statement.
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