OpenAI has announced a partnership with Reliance to integrate AI-powered conversational search into the Indian conglomerate’s streaming service, JioHotstar. This new feature, powered by OpenAI’s API, will allow users to search for movies, shows, and live sports using text and voice prompts in multiple languages. It will also provide personalized recommendations based on individual viewing history and preferences.
This collaboration was unveiled at the ongoing India AI Impact Summit in New Delhi, where OpenAI’s Sam Altman appeared alongside other industry leaders. The partnership represents a significant step in OpenAI’s expansion within India, a country that is home to over 100 million weekly ChatGPT users. As part of its “OpenAI for India” initiative, the company plans to open additional offices in Mumbai and Bengaluru later this year, supplementing its existing presence in New Delhi.
The integration is designed as a two-way discovery layer. Not only will the AI search function reside within JioHotstar, but the companies also plan to surface JioHotstar recommendations directly within ChatGPT. This means users searching for entertainment through ChatGPT will receive contextual suggestions and deep links into the platform’s catalogue.
According to Fidji Simo, chief executive of applications at OpenAI, the partnership aims to deliver more personalized AI experiences into entertainment and live sports, helping viewers move from curiosity to context through natural interactions. Uday Shankar, vice chairperson of JioStar, stated that embedding AI into content discovery will help reshape how audiences find and engage with programming. The rollout will encompass both live and on-demand content formats.
This move aligns with a broader industry trend where streaming platforms are experimenting with conversational interfaces. For instance, Netflix began testing a ChatGPT-powered search tool in May 2025, and Google introduced Gemini-powered discovery features for its Google TV platform in November 2025.
The JioHotstar partnership is one component of OpenAI’s multifaceted push into the Indian market. Other elements of the “OpenAI for India” initiative include collaborations with the Tata Group on AI-ready data center capacity and enterprise deployments, as well as partnerships with Indian companies like Pine Labs, Eternal, and MakeMyTrip.