OpenAI has entered into a multi-year partnership with cricketer Sachin Tendulkar to showcase how people in India can use AI in their everyday personal and professional lives.

The partnership launches with a campaign featuring an ad film, 'Sachin Tendulkar Starts a New Innings with ChatGPT' in which Tendulkar interacts with ChatGPT, including asking it to identify him through 10 questions. The film offers a look at how he uses the AI tool and the kinds of questions he explores.

Tendulkar said he was first introduced to ChatGPT by his daughter Sara while planning a family holiday. He now uses it for preparation and personal interests, including exploring cars, understanding golf courses, and finding recipes and cooking inspiration.

Additional videos featuring Tendulkar and entrepreneur and creator Varun Mayya are set to be released over the coming days, focusing on Tendulkar’s use of ChatGPT and ideas he wants to develop.

OpenAI said the number of people using ChatGPT in India has doubled over the past year, with writing and communication, education and learning, and information seeking among the most common use cases.

Prabhjeet Singh, managing director - India, OpenAI, said, “AI has the potential to help people learn more, explore more, and do things that might previously have felt out of reach. Realising that potential in India means helping more people see what AI can do for them and giving them the confidence to use it. That’s why this partnership with Sachin matters. He connects with generations of Indians, and his own experience with ChatGPT can help people see a starting point for themselves, whether that’s pursuing an interest, developing an idea or trying something new.”