JioHotstar has introduced a major upgrade to its content discovery system by partnering with OpenAI to bring a ChatGPT-powered search experience to its platform. The new multilingual feature allows users to find movies, shows and even live match insights through natural language conversations, replacing traditional keyword-based search.
The collaboration aims to simplify how viewers explore content on the platform, offering contextual and personalised recommendations across multiple Indian languages.
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ChatGPT-powered search comes to JioHotstar
Under the partnership, JioHotstar is integrating a ChatGPT-driven interface built using OpenAI APIs to power its new discovery tool. The companies have not disclosed technical specifics or backend architecture, but confirmed that the feature is designed to improve how users search and discover content.
The platform is shifting away from standard keyword search to a conversational model where users can simply type or speak what they want to watch. Instead of matching exact keywords, the system interprets intent, context and preferences to suggest relevant titles.
This AI-powered interface is expected to deliver smarter recommendations by understanding user mood, genre preferences, viewing situations and even cultural context.
‘Multilingual Cognitive Search’ explained
The feature has been introduced under the name “Multilingual Cognitive Search”. It supports several Indian languages and allows users to search using conversational queries rather than structured keywords.
For example, users can type or speak prompts like “My parents are visiting, suggest something we can all watch together” or “We want movies about identical twins.” The AI then analyses the intent behind the request and surfaces relevant content from the catalogue.
Unlike traditional search systems that rely on matching words, the new tool interprets context and delivers recommendations based on meaning and relevance.
Voice and contextual recommendations
While technical details remain limited, the feature is expected to combine text generation with speech-to-text and text-to-speech capabilities, enabling voice-based discovery. Users will be able to interact with the platform conversationally, making content discovery more intuitive.
JioHotstar also says the AI will anticipate related content that viewers might enjoy, helping address the common “what to watch” dilemma by suggesting titles users may not have actively searched for.
AI support for live matches and sports content
The feature is not limited to movies and shows. JioHotstar plans to extend the conversational search tool to live sports coverage as well. Users can ask for key match moments, player highlights or contextual insights during live games and receive instant responses.
This could change how viewers engage with sports streaming by combining content discovery with real-time information and recommendations.
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Expanding digital streaming experience
The OpenAI partnership reflects JioHotstar’s broader strategy to enhance user experience and strengthen its digital streaming ecosystem through AI integration. With multilingual conversational search and personalised discovery, the platform is aiming to make navigation faster and more engaging for India’s diverse audience base.
As streaming platforms increasingly adopt AI-driven interfaces, JioHotstar’s move signals a shift towards conversational entertainment discovery across both on-demand and live content.
