The ‘What To Watch’ dilemma no longer needs to be solved with extensive scrolling or calling friends for suggestions. JioHotstar, in partnership with OpenAI, has announced the launch of a ChatGPT-powered conversational discovery experience which will let users of the streaming platform move beyond keyword-based discovery and discover content by speaking directly to the platform, across languages.
For instance, if a couple wants to stream rom-coms on Valentine’s Day, instead of searching for the best ones, they could just ask the platform: “Suggest 5 best rom-coms to watch on Valentine’s Day”, and they will have suitable options to choose from in a few seconds.
The feature will also expand to live sports on JioHotstar, allowing users to explore key moments, scores, player highlights, and other real-time updates through natural, conversational interactions.
Millions of users in India rely on these assistants for everyday tasks such as setting reminders, making calls, sending messages, checking the weather, playing music, and controlling connected appliances. Their support for Indian English accents and multiple regional languages has improved accessibility, enabling users across urban and semi-urban markets to interact with technology more naturally.
India’s voice-based AI ecosystem is also advancing quickly, with assistants increasingly designed to understand regional languages and diverse accents. Companies such as CoRover’s BharatGPT (supporting 14+ languages), Gnani.ai, and Haptik are driving adoption across customer support, sales, and multilingual engagement use cases. Alongside them, specialised players like Bolna.ai and Sarvam AI are building sophisticated natural language processing (NLP) capabilities tailored specifically for Indian accents and 'Hinglish' interactions.
Fidji Simo, CEO, applications, OpenAI added: “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 personalised 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.”
Disclaimer: Network18, the publisher of Forbes India, is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.
First Published: Feb 20, 2026, 13:53
Subscribe Now