Indian M&E company JioStar, a joint venture between Disney and Reliance Industries, has committed to large language models (LLMs) for voice-activated content discovery—in what has been described as a “transformative shift” for the industry. TV voice control has been around for years, so what is such a game-changer about AI-powered voice search? The company’s streaming platform, JioHotstar, will rely on OpenAI’s ChatGPT to provide its 450 million monthly average users with what it describes as context-aware recommendations and multilingual cognitive search. JioStar Vice Chairman Uday Shankar says the partnership will enable users to “discover, engage with and even curate content” using voice commands. The company also claims this new system “completely replaces keyword-based discovery,” though this is a misleading statement…