JioStar Taps AI to Upgrade Shopping and Streaming Experience

JioStar has rolled out a conversational search feature on JioHotstar using OpenAI's technology, as per a Bloomberg report.  

Instead of entering keywords, users can describe what they want to watch, such as a film for a movie night, a family show or content that fits within a limited time.  

The company said the feature is for making it easier for viewers to find programmes from its catalogue of more than 300,000 hours. 

According to JioStar, more than 60% of users who use conversational search now choose voice over typing. The company said conversations provide more context than keyword-based searches, helping users discover content that may not appear through conventional search methods. 

Commerce Features Added to the Platform 

Alongside content discovery, JioStar is adding shopping and service features within JioHotstar. The company recently integrated food ordering through Swiggy, allowing viewers in around 690 cities to order meals while watching live cricket matches or film premieres without leaving the application. 

JioStar has also tested shopping linked to entertainment content. During MTV reality programme Splitsvilla, viewers were able to purchase outfits featured in the show.  

Viewer Data May Support Programming Decisions 

JioStar said conversations on the platform could also provide insights into audience preferences. Unlike standard search data, conversational requests can indicate what viewers are looking for even if they do not know the title of a programme.  

JioStar was formed through the merger of Reliance Industries' Viacom18 business and Disney's India operations. It operates more than 100 television channels and JioHotstar, which has around 500 million monthly users. 

AI Studio in Development 

The company is setting up an AI studio in India to support production across streaming, television, films and advertising. The facility will use text, image, audio, and video models from multiple AI providers as part of production workflows. 

Read More: Mehli Mistry Steps Down from Board of RNT Associates, Ratan Tata's Investment Firm! 

Conclusion 

JioStar's AI strategy covers content recommendations, in-app commerce and production workflows. The company is also using conversational search to gather insights into viewer preferences. 

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