JioHotstar has launched Tara.ai, an agentic AI platform designed to bring together brand, content and audience intelligence for media planning and campaign decisions.
The platform combines multiple data sources that are typically used separately during the planning process. These include JioHotstar’s content graph, brand-safety classifications, deterministic audience segments and viewing signals such as co-viewing and frequency.
Tara.ai also incorporates a brand knowledge graph and information on cultural movements relevant to individual brands. The platform combines these inputs with JioHotstar’s content and genre intelligence and deterministic audience data to build media plans.
The platform is designed to enable advertisers to use these signals together on a single platform, with the agentic system processing the inputs to develop media planning recommendations.
Tara.ai also focuses on attentive reach, moving beyond reach as the sole measure of audience delivery. By combining content, audience and brand signals, the platform aims to help advertisers identify opportunities to place messaging across premium content and connected living-room environments.
JioHotstar is set to begin testing alpha versions of Tara.ai with its partners shortly.
The platform was unveiled by Bhaskar Ramesh, Head - Entertainment Sales, Digital, JioStar, at FICCI Frames 2026. Speaking at the event, Ramesh highlighted the potential of connected living rooms and the role of premium content and audience intelligence in enabling advertisers to tap into this space.
According to Ramesh, access to JioHotstar’s content graph is a key component of Tara.ai. The graph includes information on shows, cast and genres, along with brand-safety tags and deterministic audience segments.
The launch comes as media and advertising platforms increasingly explore agentic AI systems to automate and streamline parts of media planning and decision-making. Unlike conventional AI tools that assist with individual tasks, agentic systems are designed to process multiple inputs and execute a sequence of tasks towards a defined objective.
Ramesh described Tara.ai as “India’s first agentic planner”, positioning it as an approach to bringing brand knowledge, content intelligence and deterministic audience data together for advertising planning.
