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JioStar’s chief architect on AI discovery at 500M-user scale

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JioStar’s chief architect on AI discovery at 500M-user scale

Our Executive Function series features perspectives from leaders driving transformation through AI.

JioStar operates entertainment and live-sports platforms used by more than 500 million consumers and has supported as many as 72.5 million concurrent live-sports viewers. At that scale, AI has to be fast, reliable, and ready for production.

Using the OpenAI API, JioStar built a conversational video and cricket-stat discovery assistant into JioHotstar. Viewers can speak naturally to find movies and shows, historical highlights, live-match moments, or cricket statistics, with results returned through a visual, conversational experience.

At OpenAI’s Executive Summit in Singapore, Sidharth Sharma, OpenAI’s Head of Go-to-Market for ASEAN, spoke with Vijay Seshadri—Chief Architect, JioStar, about building the experience for more than 15 languages in about eight weeks, and the lessons for leaders taking AI from demo to production.

Content discovery has evolved very little in the past 25 years. Recommendations were the last major shift. Much of what followed has been an iteration of the same idea.

But choosing what to watch is deeply personal. A person might say, “I’m feeling sad. Show me something that will cheer me up.” Even that simple request contains a lot of nuance. What kind of sad? What usually cheers that person up? Do they want comedy, comfort viewing or something completely distracting?

A traditional recommendation system may struggle to understand that moment. Conversation gives the viewer a way to explain it. We call this a voice-visual interface.

We began working through the concept in October and November, with a major cricket tournament coming in February.


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