JioStar taps AI for shopping, movie night ideas
JioStar is betting that conversations with viewers powered by generative AI will become a powerful tool for the streaming TV company.The unit of Reliance Industries Ltd., which boasts 500 million monthly users, is using OpenAI’s technology to move beyond traditional recommendations, envisioning an AI-powered platform where conversations help users discover shows, buy products and eventually influence what gets made.Executives say the same conversational interface that recommends movies from a library of over 300,000 hours of programming could become a real-time signal of audience demand, shortening the feedback loop between what viewers want and what studios produce.“The future is conversational search,” Bharath Ram, JioStar’s chief product officer, said in an interview. “Interesting search results lead people to watch content they otherwise wouldn’t have watched, increasing engagement, watch time and our ability to monetize.”Also read | Netflix to widen India content play with four we...