The partnership aims to help Indian brands explore advertising opportunities on ChatGPT, opening a new channel for businesses to reach consumers through AI-powered conversations.
Indian fintech company Razorpay has partnered with OpenAI to help businesses advertise on ChatGPT through Razorpay Engage, its growth marketing platform. The collaboration will support brands in preparing product catalogues, structuring product feeds, launching campaigns, and measuring advertising performance.
According to Razorpay, early participants include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and Narsee Monjee Institute of Management Studies (NMIMS).
The partnership follows OpenAI’s expansion of ChatGPT Ads to India. On August 31, OpenAI announced that advertisers in the country could purchase ads directly through its Ads Manager.
Brands Explore Advertising Through AI Conversations
The partnership comes as consumers increasingly use AI tools to research products, compare options, and make purchasing decisions through conversations rather than relying exclusively on conventional keyword searches.
ChatGPT allows users to describe their needs, explore alternatives, and refine their preferences through follow-up questions. For advertisers, this creates opportunities to reach consumers in different conversational contexts.
Razorpay said businesses will need well-structured product catalogues and accurate product information to prepare for this form of advertising.
Nitin Bawankule, head of enterprise sales for India at OpenAI, said ChatGPT was changing how people discover products and make decisions.
He said advertisements could help brands appear during relevant moments while preserving the trust users place in ChatGPT. The collaboration with Razorpay aims to make it easier for Indian businesses to explore the channel and assess its potential for growth.
How Razorpay Engage Will Manage ChatGPT Ads
Razorpay Engage will provide the technology and operational support businesses need to set up and manage their campaigns.
Its services will include assessing catalogue readiness, structuring product feeds, launching advertisements, monitoring performance, and optimising campaigns.
The platform will also use an AI agent built around ChatGPT Ads best practices to help create and manage campaigns across different consumer contexts. The agent will monitor results and make adjustments, while the Razorpay Engage team will provide human oversight when decisions require additional judgement.
Rahul Kothari, chief operating officer at Razorpay, said consumers may increasingly ask AI assistants for help deciding what to buy rather than searching for products or scrolling through advertisements.
He said Razorpay Engage would help businesses prepare and manage campaigns, allowing them to test the new channel without having to build the required expertise entirely in-house.
Tanishq Among Early Advertisers
Jewellery brand Tanishq is among the companies testing the advertising format. The brand sees potential in understanding how AI-led discovery influences decisions in categories where consumers typically spend more time evaluating their options.
Pelki Tshering, chief marketing officer at Tanishq, described the brand’s first ChatGPT advertising campaign as a new chapter for the company. She said insights into how consumers discover and evaluate jewellery could help the brand respond as AI-led discovery develops.
The participation of brands across retail, healthcare, financial services and education reflects the range of businesses exploring the channel, according to Razorpay.
What the Partnership Means for ChatGPT Advertising
The collaboration extends Razorpay Engage’s customer acquisition and retention services to ChatGPT Ads, giving Indian businesses support with campaign preparation, execution and measurement.
As advertisers experiment with conversational discovery, the quality of product information and the ability to reach relevant audiences will be important considerations.
OpenAI has said its advertisements are clearly labelled and kept separate from ChatGPT’s responses. The company has also stated that advertising does not influence the answers the chatbot provides.
For Razorpay, the partnership offers a way to help Indian brands enter a developing advertising channel. For businesses, it provides operational support as they assess whether AI-powered conversations can become a meaningful source of product discovery and customer acquisition.
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Source: ISN
