India’s leading streaming service, JioHotstar, announced on Wednesday its plans to hire over 75 professionals to form a specialized artificial intelligence unit.
This initiative covers areas such as engineering, production automation, and creative technology, leveraging India’s diverse linguistic landscape and robust engineering talent as a basis for expanding globally.
The new positions, with distinctive titles like Visionscaper, Soundscaper, Creative Technologist, Narrative Storytelling Lead, and Creator Facilitator, indicate an integrated department where AI system design and creative production are combined rather than operating separately.
This development follows the release of “Mahabharat: Ek Dharmayudh,” described by JioHotstar as its inaugural fully AI-generated series. The company claims the series was produced three to five times faster than traditional methods by executing ideation, visual creation, and post-production simultaneously instead of sequentially. It argues this demonstrates that AI-centric workflows could effectively replace conventional production processes.
JioHotstar’s product offerings already include a conversational AI feature that supports multilingual, voice-controlled content searches, a valuable tool in a region with a wide array of languages. The company is also developing advertising that adapts to context and viewer emotions, along with recommendation systems that function more like conversations rather than typical browsing grids.
This recruitment effort illustrates the streamer’s commitment to establishing its own AI capabilities, moving away from reliance on external tools. This strategy is seen as a potential competitive edge as the market evolves.
