OpenAI partners with Reliance to add AI-powered chat search to the Indian conglomerate’s JioHotstar streaming service.
The feature, which is powered by OpenAI’s API, will allow users to search for movies, shows and live sports using text and voice messages in multiple languages and receive recommendations based on their preferences and history.
OpenAI recently expanded its footprint in India, which is home to more than 100 million weekly ChatGPT users. The company plans to open offices in Mumbai and Bangalore later this year, adding to its current office in New Delhi.
The partnership was announced at the ongoing India AI Impact Summit in New Delhi, where Sam Altman is appearing alongside industry leaders including Dario Amodei of Anthropic and Sundar Pichai of Google.
The companies also plan to extend the partnership to display JioHotstar recommendations directly on ChatGPT, allowing users seeking entertainment through ChatGPT to receive contextual recommendations and deep links to the platform’s catalog. The move positions integration as a layer of two-way discovery rather than a standalone in-app feature.
The move comes as streaming and TV platforms increasingly experiment with chat interfaces. Netflix said in May 2025 that it was testing a new search experience using OpenAI’s ChatGPT to help viewers find content through natural language, while Google in November introduced Gemini-powered discovery features for its Google TV platform.
Fidji Simo, chief application officer at OpenAI, said the partnership aims to bring more personalized AI experiences to entertainment and live sports, allowing viewers to move “from curiosity to context” through physical interactions.
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Incorporating AI into content discovery will help reshape the way audiences find and engage with programming, said Uday Shankar, vice president, JioStar.
The rollout will span both live and on-demand formats, the companies said.
The JioHotstar partnership is part of OpenAI’s broader ‘OpenAI for India’ effort to deepen its presence in the South Asian nation through infrastructure, business and education partnerships. Other moves under the initiative include partnerships with the Tata Group for AI-ready data centers and enterprise development, as well as deals with Indian companies such as Pine Labs, Eternal and MakeMyTrip.
