OpenAI, Reliance partner to add AI search to JioHotstar
The deal adds conversational search to a platform with over 100M weekly ChatGPT users, featuring two-way discovery.
OpenAI is partnering with Reliance to integrate AI-powered conversational search into the JioHotstar streaming service. The feature, powered by OpenAI's API, allows users to search for content via text/voice in multiple languages and get personalized recommendations. The partnership is bidirectional, also surfacing JioHotstar suggestions directly within ChatGPT. This is a key part of OpenAI's broader 'OpenAI for India' initiative to expand its infrastructure and enterprise presence in the region.
Why It Matters
It signals a major shift towards AI-native content discovery, moving beyond simple search to personalized, conversational interfaces for entertainment.