As consumers increasingly turn to AI tools to discover products and make buying decisions, Razorpay is partnering with OpenAI to help Indian brands advertise on ChatGPT through Razorpay Engage.
The partnership brings ChatGPT Ads to Razorpay’s growth marketing platform, giving businesses a way to reach consumers during conversational product discovery. Instead of typing traditional search queries, users can now ask AI tools questions such as what jewellery to buy under Rs 2,000 or which skincare products may suit dry skin.
For brands, this changes how product information needs to be prepared and how campaigns need to be managed. A product can appear in conversations in many different ways depending on the user’s question, making traditional product feeds and manual campaign management harder to scale.
Through Razorpay Engage, brands can prepare their product catalogues for ChatGPT Ads by cleaning and structuring product feeds around conversational searches.
The platform will also use an AI agent to manage and optimise campaigns based on what works for ChatGPT Ads, while human oversight will remain involved in larger campaign decisions.
Razorpay says Engage will support brands across the campaign lifecycle, including campaign setup, optimisation and performance tracking. This means businesses can test the new advertising channel without having to build a separate system or team around it.
The partnership comes as AI-led product discovery is still taking shape, giving brands an opportunity to experiment with advertising in conversations before the channel becomes more established.
Razorpay said its first group of Indian advertisers includes brands across jewellery, beauty, wellness and financial services. The list includes Tanishq, Titan, Palmonas, Traya, Innovist, Tata Neu and Axis Max Life.
With conversational AI becoming another route through which consumers research products, the partnership puts ChatGPT alongside the growing number of discovery channels brands are now having to account for.
