Finding the right content on OTT platforms has often been a challenge due to vast libraries and endless scrolling. Addressing this issue, JioHotstar has introduced a new AI-driven feature to make content discovery easier and more personalised.
The platform recently partnered with OpenAI to integrate a ChatGPT-powered voice discovery tool. This feature allows users to describe what they want to watch in simple, natural language and receive tailored recommendations instantly. The rollout of this feature began in February 2026.
After 2 days of initial use, the integration appears smooth and easy to navigate. The ChatGPT icon is placed at the bottom of the app, alongside tabs like TV, Movies, and Sports. Tapping it opens a chat interface similar to ChatGPT’s Voice Mode, where users can either speak or type their queries.
Once a request is entered, a blue light animation appears, followed by a curated list of content suggestions. The feature also offers smart follow-up prompts. For example, if a user searches for “rom-com,” it suggests options like “more romance,” “more comedy,” or “balanced romcoms.”
A disclaimer below the results reads, “AI can be inaccurate. Please check critical information.” Users can also give feedback using thumbs-up or thumbs-down options, helping improve recommendations.
The integration makes content discovery more personalised. Users can input detailed prompts such as “Recommend a crime series with a strong female lead but not too violent,” and receive relevant suggestions available on the platform. They can also search based on actors, genres, mood, or categories like TV, Movies, and Sports.
In sports, the feature allows real-time interaction. Users can ask queries like “Show me that last wicket again” or “Who is the top scorer right now?” and get responses linked to live matches.
However, some limitations were noticed. The feature does not always interpret Hindi prompts accurately and may respond with messages like “I can’t handle that request here” or suggest users to “Continue on ChatGPT.” Testing across multiple languages and use cases is still ongoing.
Overall, the feature feels intuitive and useful, especially for users who struggle to decide what to watch.
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