On September 30, 2026, JioHotstar's sports CEO Ishan Chatterjee announced at FICCI Frames in Mumbai that JioStar will enhance its ChatGPT assistant for the Indian Premier League. The upgraded feature will allow fans to ask questions about matches or players via voice or text in up to 12 languages during live games. The platform also plans to add more camera angles and enable in-app food ordering through Swiggy, aiming to keep viewers engaged without leaving the stream, according to medianama.com.
The ChatGPT assistant, already integrated into JioHotstar, will support languages including Haryanvi and Bhojpuri, which are among the fastest-growing on the platform, while English accounts for less than 10% of cricket watch time. Fans’ interactions with the assistant could involve data such as what they watch, when, in which language, their location, and their queries. Chatterjee highlighted these data points during the announcement, emphasizing the broad scope of information processed by the AI system developed and operated by OpenAI, a US-based company, as reported by medianama.com.
This development comes ahead of the Digital Personal Data Protection Act, 2023, which has yet to commence. Currently, JioHotstar’s privacy policy is the only document available to viewers regarding data use, but it lacks updates or mention of OpenAI or AI processors involved. The integration of ChatGPT into live sports streaming reflects growing adoption of AI-driven engagement tools in Indian digital entertainment, raising questions about data privacy and regulatory compliance in the sector, medianama.com noted.
JioHotstar’s plan to expand ChatGPT’s capabilities and add features like multiple camera angles and food ordering aims to enhance user experience during IPL matches. The next IPL season will serve as a key test for this AI integration, with millions of fans expected to interact with the assistant in multiple languages, according to medianama.com.