OpenAI has formed a partnership with Reliance to integrate AI-driven conversational search into the Indian conglomerate's streaming platform, JioHotstar. This new functionality, built on OpenAI's API, will enable subscribers to search for films, series, and live sporting events using text or voice commands in several languages. It will also provide personalized suggestions drawn from individual viewing habits and history.

The collaboration arrives as OpenAIsignificantly expands its operations in India, a country that now boasts over 100 million weekly ChatGPT users. To support this growth, the company intends to establish new offices in Mumbai and Bengaluru later this year, supplementing its existing location in New Delhi.

The alliance was unveiled at the ongoing India AI Impact Summit in New Delhi, where OpenAI's Sam Altman is participating alongside other industry figures such as Anthropic’s Dario Amodei and Google’s Sundar Pichai. The partnership also includes plans to surface JioHotstar recommendations directly within ChatGPT. This will allow users searching for entertainment via ChatGPT to receive tailored suggestions and direct links into the platform's library, framing the integration as a bidirectional discovery tool rather than a simple in-app add-on.

This development aligns with a wider trend of streaming and television services adopting conversational interfaces. For instance, Netflix revealed in May 2025 that it was trialing a new search experience powered by OpenAI's ChatGPT to assist viewers in finding content through natural language. Similarly, Google launched Gemini-powered discovery features for its Google TV platform in November.

According to Fidji Simo, OpenAI's Chief Executive of Applications, the partnership seeks to deliver more customized AI experiences within entertainment and live sports, helping viewers transition "from curiosity to context" through natural interaction. Uday Shankar, Vice Chairperson of JioStar, added that embedding AI into content discovery will fundamentally transform how audiences find and connect with programming. The companies confirmed the rollout will encompass both live and on-demand content formats.

The JioHotstar initiative is a key component of OpenAI's broader "OpenAI for India" campaign, which aims to deepen the company's footprint in the country through infrastructure, enterprise, and educational collaborations. Other efforts under this initiative include working with the Tata Group on AI-ready data centers and enterprise deployments, as well as partnerships with Indian firms like Pine Labs, Eternal, and MakeMyTrip.