JioHotstar recently announced that it is entering into a partnership with OpenAI, the parent company behind the generative chatbot Chat GPT, to included artificial intelligence aided recommendations for users of the platform.

Instead of typing down keywords on searchbars, using the Chat GPT branded voice assistant, users will be able to find a list of results which will be generated based on the users' intent, mood, or context, and receive the necessary results. For example, a user may receive a list of recommendations, when the query is “My parents are visiting, suggest something we can all watch together,” or “We are twins and only watch movies about identical twins”.

Speaking about the feature, Uday Shankar, Vice Chairman of JioStar, said,"AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualisation and production to discovery and monetisation. As a tech-native, user-first platform, JioStar is embedding AI at the very core of the user experience. Our partnership with OpenAI will allow viewers to discover, engage with, and even curate content simply using their voice. This is a fundamental reimagining of the entertainment experience; one that anticipates culture and feels deeply personal to every viewer.”

Meanwhile, Fidji Simo, CEO, Applications, OpenAI, said, "Traditionally, entertainment is a one-way experience where you passively consume content - AI completely changes that dynamic. Through our partnership with JioHotstar, we’re bringing personalized AI directly into entertainment and live sports, turning every moment into an opportunity for deeper engagement. 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.”

This feature will be rolled out, for both live broadcasts and on demand content, beginning with selected experience and expanding in phases.