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Indian streaming platform JioHotstar has partnered with OpenAI, led by Sam Altman, to integrate a ChatGPT-powered voice and text assistant directly into its app. Announced at AI Impact Summit 2026, the feature is designed to transform how users discover content by replacing traditional keyword searches with conversational, context-aware recommendations.
The multilingual discovery tool allows users to speak or type natural requests based on mood, genre, or specific situations, and the AI interprets intent rather than matching rigid keywords. It delivers personalised suggestions by understanding nuance, cultural context, and layered prompts, enabling a more intuitive and human-like search experience across multiple Indian languages.
Beyond entertainment discovery, the assistant will also enhance live sports viewing by letting users ask for highlights, scores, player insights, and key match moments in real time. The rollout will begin with select experiences and expand gradually across the platform, aiming to solve the common “what to watch” challenge through intelligent recommendations.
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