OpenAI is strengthening its efforts to expand artificial intelligence adoption in India through a new multi-year collaboration with cricket legend Sachin Tendulkar. The partnership will focus on demonstrating how AI can support learning, creativity, research, everyday decision-making and complex problem-solving, using relatable experiences to introduce more people to practical applications of the technology.
The collaboration brings together OpenAI's growing footprint in India and Tendulkar's strong connection with audiences across generations. Through a series of content initiatives, campaigns and interactive experiences, the partners will showcase how people can use ChatGPT to explore personal interests, develop ideas, research unfamiliar subjects and approach everyday challenges.
Sachin Tendulkar Shares His ChatGPT Experience
Tendulkar's own experience with ChatGPT will form an important part of the collaboration. He has said that his first interaction with the AI assistant came through his daughter Sara while the family was planning a holiday. Since then, he has incorporated ChatGPT into several areas of his personal exploration, including researching cars, learning about golf courses and finding recipes and cooking inspiration.
His experience reflects the broader objective of the initiative: showing how conversational AI can become part of everyday learning and curiosity rather than being viewed only as a technology for specialised or professional use.
“I’m excited to announce my partnership with OpenAI. We have some interesting things coming up, and I can’t wait to share them with you. I’ve always been curious... One question usually leads to another, and ChatGPT has certainly encouraged that habit. But it has also proved useful when I’ve needed to get things done, like planning my last trip with the family,” Tendulkar said in X post.
He added that the partnership will give him an opportunity to share his experiences with ChatGPT while encouraging more people to experiment with AI around subjects that already interest them.
OpenAI Takes AI Adoption Beyond Technical Use Cases
For OpenAI, Tendulkar provides a platform to demonstrate AI through familiar and practical experiences. Prabhjeet Singh, Managing Director of OpenAI India, said the collaboration is intended to help people understand how AI can support learning, exploration and the development of new ideas.
The initiative will highlight use cases that extend beyond conventional workplace applications. These could include researching topics, preparing for activities, developing ideas, exploring hobbies and using AI to work through questions that arise in everyday life. By focusing on these experiences, OpenAI is positioning AI adoption as something that can begin with simple questions and evolve into deeper exploration.
New Campaign to Showcase Tendulkar's AI Journey
The collaboration launches with a teaser in which Tendulkar asks ChatGPT to identify him using 10 questions. The interactive format introduces audiences to his relationship with the technology while establishing the direction for the broader campaign.
Additional videos featuring Tendulkar alongside entrepreneur and creator Varun Mayya are expected to follow. The content will showcase how Tendulkar uses ChatGPT and the different subjects he wants to explore through AI.
The campaign is expected to cover areas such as learning, preparation, research, creativity and personal interests, providing audiences with practical examples of how generative AI can be integrated into everyday activities.
OpenAI Expands Its India AI Strategy
The partnership comes as OpenAI continues to expand its presence in India, where ChatGPT adoption has grown rapidly. The company has said that twice as many people in India use ChatGPT today compared with the previous year, with writing and communication, education and learning, and information seeking among the leading use cases.
Earlier in 2026, OpenAI said India had more than 100 million weekly ChatGPT users, underlining the scale of the country's engagement with generative AI.
The collaboration with Tendulkar gives OpenAI another avenue to take AI adoption into mainstream audiences. By connecting the technology with familiar interests and everyday questions, the initiative aims to demonstrate how AI can support learning, creativity, curiosity and personal exploration across different sections of Indian society.
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