JioHotstar has partnered with OpenAI to introduce a ChatGPT-powered voice and text interface. The move marks a departure from how Indian audiences generally discover streaming content on platforms. The integration, billed as the first such innovation, replaces traditional keyword search and menu navigation with multilingual, natural language conversations. The collaboration will allow audiences to simply speaking their intent across languages, genres and viewing contexts. The rollout will span both live and on-demand formats, beginning with select experiences and expanding in phases.