iWorld
JioHotstar integrates ChatGPT for voice and text-based content discovery
Voice and text AI lets viewers explore shows, sports and more naturally
NEW DELHI: Watching TV just got chatty. JioHotstar has teamed up with OpenAI to roll out a ChatGPT-powered conversational interface that lets users discover content simply by speaking or typing what they want to watch. Gone are the days of endless scrolling or typing rigid keywords
The new AI feature supports multiple languages and understands moods, contexts, and preferences. Whether you’re in the mood for a romcom, a thriller, or a cricket highlight, the system responds with personalised recommendations drawn from JioHotstar’s catalogue of live and on-demand programming
Sports fans also get a front-row seat to AI-powered updates. You can ask for match scores, key moments, or player stats while staying tuned in, turning passive viewing into a more interactive experience
The integration doesn’t stop at the app. Entertainment-related questions asked directly within ChatGPT will now surface relevant JioHotstar content, linking viewers back to the streaming platform for seamless exploration
JioStar vice chairman Uday Shankar, said AI “marks a transformative shift for the media and entertainment industry. Our partnership with OpenAI will allow viewers to discover, engage with, and even curate content using their voice. This is a reimagining of the entertainment experience that feels deeply personal to every viewer”
OpenAI CEO of applications Fidji Simo added, “Entertainment used to be a one-way street. Now, AI turns every moment into an opportunity for deeper engagement. Viewers can move from watching to asking, from curiosity to recommendation in ways that feel natural, personal, and immediately useful”
The move highlights a broader trend in India’s streaming market: platforms are racing to make content discovery smarter, faster, and more context-aware as libraries expand and audiences demand personalised experiences.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
