New Delhi, June 4 -- JioHotstar is deepening its artificial intelligence (AI) push as it looks to transform how content is created, discovered and monetised, with plans to build a dedicated AI organisation and hire for more than 75 specialised roles across creative and technology functions.
The move comes as streaming platforms globally explore AI's potential beyond operational efficiency. According to a Bloomberg report, citing people familiar with the matter, the Reliance Industries and Walt Disney-backed media venture is developing multiple projects that will be written, animated, voiced and edited using AI.
JioHotstar said its ambition is to build an "AI-native entertainment engine" that embeds AI across the media value chain, spanning storytelling, production, audience engagement and monetisation.
The hiring drive will cover roles in creative systems, AI engineering, production automation, platform intelligence and computational creativity. New positions include Visionscaper, Narrative Storytelling Lead, Soundscaper, Creative Technologist and Creator Facilitator, reflecting the convergence of storytelling and technology.
The company is also investing in conversational AI-powered content discovery tools that enable multilingual, voice-based interactions. The goal is to improve content navigation for India's diverse linguistic audience by allowing users to discover content through intent-led conversations rather than traditional search methods.
AI is also beginning to reshape production workflows within the organisation. JioHotstar's Mahabharat: Ek Dharmayudh, described by the company as its first fully AI-generated series, was completed three to five times faster than conventional production timelines through AI-driven workflows spanning ideation, visual generation and post-production.
The company believes such models could fundamentally alter content economics by enabling creative teams to execute multiple stages of production simultaneously rather than sequentially.
Beyond content creation, JioHotstar is exploring AI-driven personalisation and advertising capabilities. The company said it envisions a future where recommendation systems become conversational, localisation becomes dynamic and real-time, and advertising shifts from inventory-led placements to context-aware engagement.
This would allow streaming platforms to evolve from static content libraries into adaptive ecosystems capable of learning from audience behaviour and continuously personalising user experiences.
Industry experts view this as part of a broader shift in digital transformation, where AI is increasingly becoming a core operating layer rather than a standalone productivity tool. Media companies are beginning to redesign workflows, talent structures and business models around AI-native capabilities.
Earlier this year, JioStar appointed veteran US screenwriter and producer Stephan Bugaj to lead its generative AI content strategy, signalling its intent to accelerate AI-led innovation across content creation.
The company also sees a larger opportunity for India to emerge as a global hub for AI-native storytelling, leveraging the country's multilingual audiences, deep storytelling traditions and engineering talent.
As competition intensifies in the streaming market, experts believe that future differentiation may depend not only on content scale but also on how effectively platforms can create, personalise, localise and monetise entertainment experiences through AI.
Published by HT Digital Content Services with permission from TechCircle.