Sachin Tendulkar started a new innings with OpenAI and ChatGPT. The cricket legend entered a multi-year partnership with the company to encourage more Indians to try ChatGPT. Tendulkar announced his partnership with the AI giant on X, stating, “We have some interesting things coming up, and I can’t wait to share them with you.”
The partnership’s focus is simple: show how AI can help with everyday tasks such as learning, planning, and finding information. Tendulkar shared his personal experience with the AI tool as well, as he stated that he planned his last trip with family using ChatGPT. He stated, “Discovering what else I can do with ChatGPT, sharing what I find useful, and encouraging more people to give it a try with something they care about.”
The partnership comes as OpenAI puts more focus on India. The company said more than 10 crore people in India use ChatGPT every week. It also announced plans around AI infrastructure, business use and worker training in the country.
Tendulkar gives OpenAI a way to take that message beyond the usual technology audience. His use of ChatGPT for something as simple as a family trip makes the tool easier to understand. People do not need to be AI experts to find a use for it.
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Tendulkar's move from the cricket field to an AI campaign shows how quickly technology is entering everyday life in India. For OpenAI, the business goal is also clear: getting people to try ChatGPT is only the first step. The bigger challenge is making them return to it regularly.
A familiar face like Tendulkar can help turn AI from something people are curious about into a tool they use as part of their normal routine. The Tendulkar partnership is more than a celebrity campaign; it is part of OpenAI's larger effort to build a lasting user base in India.
As AI becomes easier to use, the next stage may be less about asking whether people will try it and more about how often they use it.