February 21, 2026 — New Delhi — OpenAI has announced a partnership with Indian conglomerate Reliance to integrate AI-powered conversational search into its streaming service, JioHotstar.

The new feature, powered by OpenAI’s API, will allow users to search for movies, shows, and live sports using text or voice prompts in multiple languages. The AI will provide recommendations tailored to users’ viewing history and preferences.

Speaking at the ongoing India AI Impact Summit, OpenAI’s applications chief Fidji Simo said the collaboration aims to create more personalized entertainment experiences, helping viewers move “from curiosity to context” through natural AI interactions.

Two-Way Integration

The partnership goes beyond in-app search. JioHotstar content recommendations will also appear directly within ChatGPT, allowing users who query entertainment topics to receive contextual suggestions and deep links into the platform’s catalog.

Vice Chairperson of JioStar, Uday Shankar, emphasized that embedding AI into content discovery will reshape how audiences find and engage with programming, spanning both live and on-demand formats.

Part of OpenAI’s India Expansion

The rollout is part of OpenAI’s broader “OpenAI for India” initiative, which seeks to expand the company’s footprint across infrastructure, enterprise, and education. OpenAI is planning new offices in Mumbai and Bengaluru, adding to its current New Delhi office, and has partnered with Tata Group to build AI-ready data centers.

Other collaborations include agreements with Indian companies such as Pine Labs, Eternal, and MakeMyTrip, as well as AI integrations in enterprise deployments and educational programs.

The move reflects a growing trend of streaming platforms experimenting with conversational interfaces. Netflix began testing AI-driven search using ChatGPT in 2025, while Google introduced Gemini-powered discovery features for Google TV last year.