OpenAI, Reliance partner to add AI search to JioHotstar | TechCrunch

TechCrunch

by Jagmeet Singh

February 19, 2026

AI-Generated Deep Dive Summary

OpenAI has partnered with Indian conglomerate Reliance to integrate AI-powered conversational search into JioHotstar, the company’s streaming service. This collaboration leverages OpenAI’s API to enable users to search for movies, shows, and live sports using text or voice prompts in multiple languages. The feature also provides personalized recommendations based on user preferences and viewing history. This marks a significant step in OpenAI’s expansion in India, where it has seen massive adoption—over 100 million weekly ChatGPT users—and plans to open offices in Mumbai, Bengaluru, and expand its existing Delhi office. The partnership was announced at the India AI Impact Summit in New Delhi, attended by industry leaders like Google’s Sundar Pichai and Anthropic’s Dario Amodei. OpenAI aims to deepen its presence in India through initiatives like “OpenAI for India,” which focuses on infrastructure, enterprise partnerships, and education. The integration with JioHotstar is part of a broader push to embed AI into content discovery, allowing users to explore entertainment and live sports through natural language interactions. This move aligns with global trends in streaming platforms adopting conversational interfaces. Netflix and Google have also explored similar technologies, with Netflix testing OpenAI’s ChatGPT for search experiences and Google integrating Gemini into its TV platform. By surfacing JioHotstar recommendations directly within ChatGPT, OpenAI and Reliance are creating a two-way discovery layer that enhances user experience. Uday Shankar of JioStar highlighted how AI integration will reshape content engagement by making it more personalized and interactive. The rollout covers both live and on-demand formats, ensuring seamless access to entertainment through AI-driven recommendations. This collaboration underscores the growing importance of AI in transforming traditional media consumption into dynamic, interactive experiences. For tech enthusiasts and industry watchers, this partnership highlights OpenAI’s strategic focus on India as a key market for AI innovation. By collaborating with local players like Reliance and others such as Tata Group, Pine Labs, and MakeMyTrip, OpenAI is building

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Originally published on TechCrunch on 2/19/2026