OpenAI, Reliance Add AI Search to JioHotstar
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- OpenAI is partnering with Reliance to integrate AI‑driven conversational search into JioHotstar, letting users query movies, shows and live sports via text or voice in multiple languages.
- OpenAI will power the feature with its API, delivering personalized recommendations based on each user’s viewing history and preferences.
- OpenAI announced the deal at the India AI Impact Summit in New Delhi, where CEO Sam Altman appeared alongside Anthropic’s Dario Amodei and Google’s Sundar Pichai.
- OpenAI and Reliance plan to surface JioHotstar recommendations directly within ChatGPT, creating a two‑way discovery layer with deep links to the platform’s catalogue.
- Fidji Simo, chief executive of applications at OpenAI, said the integration aims to move viewers “from curiosity to context” through natural interactions.
- Uday Shankar, vice chairperson of JioStar, said embedding AI into content discovery will reshape how audiences find and engage with programming.
- OpenAI will open new offices in Mumbai and Bengaluru later this year as part of its “OpenAI for India” expansion, adding to its existing New Delhi office.
Why it matters: Indian viewers gain faster, personalized content discovery across JioHotstar, while OpenAI and Reliance deepen their foothold in India's booming AI market; the integration also positions JioHotstar as a two‑way discovery hub within ChatGPT, potentially boosting engagement and subscription value for advertisers and content creators.
