Razorpay announced that it is working with OpenAI to help Indian brands advertise on ChatGPT Ads through Razorpay Engage, its Growth Marketing Platform for businesses.
With this collaboration, Razorpay Engage will help brands prepare their catalogues, launch campaigns, and measure what works on ChatGPT Ads. Early participating brands include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas, and Narsee Monjee Institute of Management Studies (NMIMS).
A Different Kind of Discovery
The way people discover products is changing, with many moving from a simple search and a set of keywords to describing what they are looking for in ChatGPT. It starts with questions such as “What jewellery can I wear to work for under ₹2,000?” or “What skincare products could work for dry skin?”, as consumers explore their options through a conversation.
For businesses, this creates a different kind of discovery environment. A single product can be relevant across many different needs, questions, and contexts, making the quality and structure of product information increasingly important. Brands need to be able to represent their products accurately and with enough context to participate effectively in these new consumer journeys, something that becomes difficult to manage manually at scale.
Razorpay Engage’s Role: Helping Brands Advertise on ChatGPT Ads
Building on OpenAI’s recently launched ChatGPT Ads in the country, Razorpay Engage will enable businesses, through the technology and operational layer needed, to get started and manage campaigns on the platform.
This includes assessing and improving catalogue readiness, structuring product feeds, creating and managing campaigns, and measuring and optimising performance.
Razorpay Engage also uses an AI agent, built around ChatGPT Ads best practices, to help create and manage campaigns across the different contexts in which consumers may encounter a brand’s products. The agent monitors performance and makes ongoing adjustments, with Razorpay Engage’s team providing human oversight where judgement is required.
Rahul Kothari, Chief Operations Officer, Razorpay, said, “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. For businesses, we believe that opens up an entirely new moment to be discovered.”
“We sit at the intersection of businesses and their customers, and for over a decade, we’ve had a front-row view of how both are changing. As shoppers move across more channels, businesses are having to spend more time, money, and resources to keep up. Every new channel brings another layer of complexity. We believe they shouldn’t have to solve it all themselves. Razorpay Engage handles the readiness and the running of ChatGPT Ads, so that businesses can test this new channel without having to build the expertise from scratch. For brands, we believe this creates an opportunity to reach consumers at an earlier and potentially more meaningful stage of their decision-making journey.”
Nitin Bawankule, Head of Enterprise Sales, India, OpenAI said, “ChatGPT is changing how people discover products and make decisions. Instead of searching through a fixed set of options, people can describe what they need, explore possibilities, and refine their choices through conversation. Ads can help brands show up meaningfully in those moments, while preserving the trust people place in ChatGPT. Through our collaboration with Razorpay, we want to make it easier for Indian brands to explore this new channel and learn how conversational discovery can create new opportunities for growth.”
Pelki Tshering, CMO, Tanishq, said, “Our first ChatGPT ads campaign is an interesting new chapter for Tanishq. For a high-consideration category like jewellery, understanding how consumers discover and make decisions is as important as reaching them. We’re excited to see how these insights can help us as AI-led discovery evolves.”
The launch helps in building Razorpay's broader focus on helping businesses navigate the changing world of commerce through technology. AI-led discovery is still new territory - for brands and for the platforms building it. Engage's role is to make sure Indian businesses don't have to navigate that territory alone or from a standing start.
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