21 hours ago

JioHotstar to hire for over 75 specialised roles in AI push

JioHotstar is to set up a dedicated Artificial Intelligence (AI) team and hire more than 75 specialised roles across creative and technology functions as it aims to integrate technology into content creation.

The recruitment drive spans creative systems, engineering, production, automation, and platform intelligence, and intends to content creation, discovery, monetisation, and consumer interaction.

JioHotstar will AI as a foundational technology layer rather than a workflow enhancement, seeking to develop the systems within India to manage storytelling, multilingual operations, and engineering requirements.

The strategy is built on the premise that the future of the company will not separate storytelling from technology. The platform has already deployed conversational AI systems for content discovery through multilingual voice and intent-led interactions to address linguistic diversity across India.

Additionally, AI-native production systems are being used to alter the economics and speed of content creation.

The platform recently delivered ‘Mahabharat: Ek Dharmayudh’, its first fully AI-generated series. The production was completed 3-5 times faster than traditional methods by using parallelised workflows across ideation, visual generation, and post-production.

The implications extend to transforming recommendation frameworks into conversational systems, making localisation dynamic and real-time, and shifting advertising from inventory-led placements to context- and emotion-aware engagement, a company spokesperson said.

To support this structure, the company is creating job categories that combine storytelling, generative systems, computational creativity, production orchestration, and AI infrastructure. New positions include Visionscaper, Narrative Storytelling Lead, Soundscaper, Creative Technologist, and Creator Facilitator.

The operational model integrates creative direction, AI systems design, production workflows, and automation within a single framework rather than maintaining separate corporate departments.

The company stated that its broader objective is to position India as a global hub for AI-native storytelling and creative technology by utilising the market’s cultural scale, storytelling depth, and multilingual complexity.