JioStar Expands ChatGPT Integration into Live Sports Viewing

JioStar intends to expand its integration of a ChatGPT assistant into live sports broadcasts, enabling fans to ask questions about matches and players in real-time in up to 12 languages. Announced at FICCI Frames in Mumbai on September 30, 2026, this move aims to enhance the fan experience by providing information and potentially future features like additional camera angles and in-app food ordering.

When fans interact with the AI assistant, data such as what they are watching, when, in which language, their location, and the nature of their queries could potentially be collected. The transmission of this information to OpenAI, a US-based company, raises privacy concerns. India's Digital Personal Data Protection Act, 2023, is not yet fully enacted, and JioHotstar's current privacy policy does not mention OpenAI or other AI processors.

JioStar and OpenAI initially announced their partnership in February 2026, introducing a ChatGPT-powered assistant within the app for content recommendations. During the 2026 Indian Premier League (IPL) season, a sports-specific version of the assistant was trialed, providing answers on player statistics or match status without users leaving the stream. JioStar reported that IPL 2026 reached over 1.2 billion viewers.

The company has not disclosed details on how queries are processed or whether OpenAI retains them for model improvement. Privacy aspects concerning child users and data transfer have also not been clarified. While India's new data protection law comes into effect in May 2027, specific responsibilities and regulatory oversight are still being determined, leaving users with limited recourse at present.