OpenAI partners with Reliance to add AI-powered conversational search to the Indian conglomerate’s streaming service JioHotstar.
Powered by OpenAI’s API, the feature allows users to 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 recently expanded its footprint in India, where there are over 100 million weekly ChatGPT users. In addition to its current office in New Delhi, the company plans to open offices in Mumbai and Bengaluru later this year.
The partnership was announced at the ongoing India AI Impact Summit in New Delhi, where Sam Altman will appear alongside industry leaders including Anthropic’s Dario Amodei and Google’s Sundar Pichai.
The companies also plan to expand their partnership to display JioHotstar recommendations directly within ChatGPT, allowing users searching for entertainment through ChatGPT to receive contextual suggestions and deep links to the platform’s catalog. This 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 announced in May 2025 that it was testing a new search experience using OpenAI’s ChatGPT to help viewers discover content through natural language, while Google introduced Gemini-powered discovery to its Google TV platform in November.
Fiji Simo, OpenAI’s chief executive officer of applications, said the partnership aims to bring more personalized AI experiences to entertainment and live sports, allowing viewers to move “from curiosity to context” through natural interactions.
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JioStar Vice Chairman Uday Shankar said incorporating AI in content discovery will help transform the way viewers discover and engage with shows.
The companies say the rollout will span both live and on-demand formats.
The JioHotstar partnership is part of OpenAI’s broader ‘OpenAI for India’ drive to increase its presence in the South Asian country through infrastructure, corporate and education partnerships. Other moves under this initiative include a partnership with the Tata Group for AI-enabled data centers and enterprise deployments, and deals with Indian companies such as Pine Labs, Eternal, and MakeMyTrip.
