JioStar has unveiled Tara.ai, an agentic AI platform in alpha testing, designed to plan advertising around premium connected television content. Announced at FICCI FRAMES 2026, it combines brand and content knowledge graphs with audience data to create contextually relevant media plans, addressing differences between mobile and shared CTV viewing.
JioStar has announced the development of Tara.ai, an agentic artificial intelligence platform designed to transform how advertisers plan campaigns around premium connected television (CTV) content. The platform, currently in alpha and being tested internally on live campaigns, was introduced by Bhaskar Ramesh, head of entertainment sales (digital) at JioStar, during FICCI FRAMES 2026. A wider rollout is expected at a later stage.
Ramesh explained that Tara.ai is being built to address the fundamental differences between advertising on individual mobile screens and shared viewing experiences on connected television. While mobile advertising has largely been shaped by metrics derived from user-generated content and single-screen consumption, Tara.ai aims to create a system that reflects the dynamics of premium CTV environments, where co-viewing and collective engagement are central.
At the heart of the platform is the integration of two distinct data sets. On the advertiser side, Tara.ai draws from a Brand Knowledge Graph, which compiles product details, brand history and situational information. On JioStar’s side, it leverages a Content Graph that maps shows, genres and deterministic audience data, including co-viewing patterns, frequency and viewer segments. By combining these four layers of information into a unified system, Tara.ai seeks to generate media plans that are contextually aligned with premium content rather than relying on frameworks designed for fragmented, individualised consumption.
The ambition behind Tara.ai is to enable advertisers to embed their messaging more intelligently within CTV programming, ensuring that campaigns resonate with audiences who are increasingly intentional about their viewing choices. As streaming platforms continue to dominate household entertainment, the ability to plan around shared experiences is becoming critical for brands seeking relevance and impact. Ramesh emphasised that Tara.ai is not simply a tool for efficiency but a step towards reimagining how advertising can coexist with premium content without disrupting the viewing experience.
Industry observers note that the platform’s reliance on structured knowledge graphs could mark a significant evolution in advertising technology. By aligning brand narratives with content ecosystems and audience behaviours, Tara.ai positions itself as a bridge between creative storytelling and data-driven precision. Its agentic AI capabilities suggest that advertisers will be able to generate plans dynamically, adapting to shifts in audience engagement and content trends in real time.
Although still in its early stages, Tara.ai reflects a broader movement within the advertising industry towards systems that can handle the complexity of modern viewing habits. With connected television emerging as a central channel for premium entertainment, platforms like Tara.ai may well define the next phase of advertising innovation, where campaigns are not only targeted but also contextually embedded within the cultural fabric of shared viewing.
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