By Sampurna Majumder
JioHotstar has launched a conversational feature on their platform powered by ChatGPT in partnership with OpenAI. Customers may now search for movies and TV series without having to go through menus by simply stating or typing the required search term.
The company called the new tool “multilingual cognitive search” and it uses OpenAI’s APIs. Consumers can choose what they want to see, and they get timely suggestions in a variety of Indian languages.
The ChatGPT-powered assistant can also identify context, emotion, and even cultural quirks. Someone may request, “Show me movies about identical twins,” or even “My parents are visiting, suggest something we can all watch.” The assistant then provides insightful, context-aware suggestions based on JioHotstar’s vast streaming library.
The feature aims to solve what many call the “what to watch” conundrum—the time spent idly browsing without choosing a title. The conversation function also covers live sports. The audience will have the opportunity to ask questions on match highlights, scores, and statistics while watching the game.
Artificial intelligence is a game-changer for the media and entertainment sector, according to Uday Shankar, Vice Chairman of JioStar. He claims that the platform’s incorporation of AI makes streaming appear more straightforward and customized.
According to OpenAI CEO (Applications) Fidji Simo, the partnership aims to instantly incorporate AI into everyday entertainment. According to her, the idea is to make it easier for viewers to transition between watching and answering questions, resulting in a more natural viewing experience.
Certain features for live and on-demand content will be the first in a phased rollout of the conversational streaming capability.
The partnership will include ChatGPT in addition to the streaming platform. Users may be able to find suggestions for JioHotstar’s content when searching for entertainment content on ChatGPT, combining the two platforms.