JioStar, India's largest media company formed by the merger of Reliance Industries' Viacom18 and Walt Disney Co.'s India operation, 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. The unit of Reliance Industries Ltd., which boasts 500 million monthly users, rolled out OpenAI-powered conversational search earlier this year, where viewers can describe their mood or ask for recommendations. More than 60% of users choosing the feature now speak rather than type, according to Chief Architect Vijay Seshadri. JioStar's ambition is to combine conversational recommendations with commerce, using AI conversations as both a recommendation engine and a source of consumer-intent data, creating a feedback loop that could support shopping, advertising and decisions about what content to commission. The streaming service recommends movies from a library of over 300,000 hours of programming. JioStar operates over 100 TV channels and oversees JioHotstar, the unified streaming platform that combined JioCinema and Disney+ Hotstar.