Razorpay Partners With OpenAI To Help Indian Brands Advertise On ChatGPT

Razorpay has expanded its partnership with AI giant OpenAI to facilitate Indian brands' advertising on ChatGPT. The enhanced collaboration enables Razorpay Engage, its growth marketing platform, to assist brands in preparing product catalogs, launching and managing campaigns on ChatGPT Ads. Notable brands such as Tanishq, Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Palmonas, and NMIMS have already onboarded with Razorpay.

Razorpay Engage will provide the necessary technology and operational infrastructure to aid businesses in their journey with ChatGPT Ads, including evaluating catalogue readiness, refining product feeds, creating and managing campaigns, and analyzing campaign performance. An AI agent tailored for ChatGPT Ads best practices will create and manage campaigns across various contexts where consumers might come across a brand's products.

Razorpay COO Rahul Kothari expressed that the changing way people discover products, with AI assistants guiding their choices, presents new opportunities for businesses. This partnership aligns with the shift in consumer discovery from traditional search engines to conversational interactions with AI chatbots. As this trend gains momentum, ChatGPT began rolling out ads in India, with WPP and Omnicom being OpenAI's first agency partners.

This move not only expands Razorpay's existing initiatives, like turning ChatGPT into a commerce channel, but also reinforces its role as an infrastructure provider for AI-led commerce. The partnership signifies another step in Razorpay's expansion beyond its core payments business, as the company continues to integrate AI into its payments infrastructure, such as Vulcan, a proprietary AI foundation model, and Agent Studio, a platform for deploying task-specific AI agents.