Indian businesses are gaining a new route to reach consumers as Razorpay partners with OpenAI to help brands launch and manage advertising campaigns on ChatGPT. The collaboration comes as AI-driven product discovery becomes an emerging channel for finding products and services.
Under the partnership, Razorpay’s growth marketing platform Engage will support businesses in preparing product catalogues, structuring product feeds, launching campaigns and tracking their performance on ChatGPT Ads.
The initiative will initially involve brands including Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and Narsee Monjee Institute of Management Studies (NMIMS).
The partnership reflects a shift in how consumers may discover products online. Instead of relying only on keyword searches, users can describe their requirements and preferences in natural language and use conversational responses to explore relevant products and services.
Razorpay said Engage will provide the technology and operational support businesses need to participate in ChatGPT Ads. This will include checking catalogue readiness, improving product feeds, creating and managing campaigns, and measuring and optimising campaign performance.
The platform will also use an AI agent to support campaign creation and management based on ChatGPT Ads best practices. According to Razorpay, the system will monitor campaign performance and make adjustments, while its team will provide human oversight where required.
“The way people discover products is changing. The next customer may not search for a product or scroll through an ad; they may simply ask an AI assistant for help deciding what to buy,” Rahul Kothari, Chief Operations Officer, Razorpay, said.
Nitin Bawankule, Head of Enterprise Sales, India, OpenAI, said the collaboration would make it easier for Indian brands to explore advertising on the platform and understand how conversational discovery could create new growth opportunities.
For brands, the growing role of conversational discovery could change how products are presented and found online. Structured and contextual product information could become increasingly important for visibility across AI-led consumer journeys.
Pelki Tshering, CMO, Tanishq, said the jewellery brand’s first ChatGPT Ads campaign would help it understand how consumers discover products and make purchase decisions as AI-led discovery develops.
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