Razorpay Partners With OpenAI for ChatGPT Ads: Powerful Push for Indian Brands

• Razorpay will help Indian brands prepare, launch and optimise campaigns on ChatGPT Ads.
• Early participating brands include Tanishq, Tata Neu, Fastrack, Traya and Shaadi.com.
• Razorpay Engage will support product catalogues, campaign management and ChatGPT Ads performance optimisation.

Razorpay partners with OpenAI for ChatGPT Ads to help Indian brands prepare and run advertising campaigns on ChatGPT. The partnership brings OpenAI’s ChatGPT Ads opportunity to Razorpay Engage, Razorpay’s growth marketing and customer engagement platform, giving brands support across catalogue preparation, campaign setup and performance optimisation.

Razorpay announced the partnership on 5 October 2026, with several Indian brands already participating in the early phase. The development comes as product discovery increasingly moves beyond traditional search and social platforms, with AI assistants becoming another channel through which consumers can discover products, compare options and make purchase decisions.

Razorpay partners with OpenAI for ChatGPT Ads

Under the partnership, Razorpay Engage will help Indian businesses get their product information ready for ChatGPT Ads and manage the advertising process. Razorpay says its platform can support brands from the initial AI-readiness assessment through catalogue preparation, campaign launch and ongoing optimisation.

This means brands do not only have to create advertising campaigns. They also need to ensure that their product catalogues and feeds are properly structured so that product information can be used effectively within the ChatGPT advertising environment.

How Razorpay Engage will support ChatGPT Ads

Razorpay’s ChatGPT Ads offering through Engage covers several stages of the advertising workflow. The company describes a process that starts by checking whether a brand and its product information are ready for AI-driven discovery.

• Audit AI-readiness: Brands can assess whether their existing product information and digital assets are suitable for AI-driven advertising.
• Prepare and structure catalogues: Razorpay Engage will help brands organise product catalogues and structure product feeds for ChatGPT Ads.
• Launch campaigns: Brands can use the platform to set up and launch campaigns targeting ChatGPT users.
• Manage campaigns: Razorpay Engage will provide tools to manage advertising activity after campaigns go live.
• Optimise performance: Brands can track campaign performance and make changes based on the available results.
• Scale campaigns: Once campaigns are optimised, brands can work towards expanding their activity on the platform.

The approach positions catalogue quality and campaign management as important parts of advertising through an AI interface. Instead of treating ChatGPT simply as another placement, brands need to make their product information structured and usable for the new discovery environment.

Brands participating in the early ChatGPT Ads programme

The early group includes brands from several categories, ranging from jewellery and fashion to healthcare, education, financial services and consumer platforms. Razorpay has named Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and NMIMS among the participating brands.

The mix is notable because these businesses have different customer journeys and product discovery requirements. A jewellery brand, for example, may depend on detailed consideration and trust, while other businesses may have more direct product or service discovery journeys.

Razorpay partners with OpenAI for ChatGPT Ads at a time when brands are exploring how AI-powered interfaces can influence the way consumers find and evaluate products. The participation of established Indian brands provides an early indication of the types of businesses exploring this advertising channel.

Tanishq highlights changing consumer discovery

Tanishq is among the brands participating in the programme. Its CMO Pelki Tshering described the company’s first ChatGPT ads campaign as an interesting new chapter for Tanishq.

Tshering also highlighted the importance of understanding how consumers discover products and make decisions, particularly for a high-consideration category such as jewellery. The comment reflects the potential importance of AI-based discovery for products where consumers may spend significant time researching options before making a purchase.

For brands in categories such as jewellery, financial services and healthcare, the way information is presented during discovery can influence how consumers evaluate their choices. ChatGPT Ads therefore represents another environment that brands may need to understand alongside established digital advertising channels.

What the Razorpay and OpenAI partnership means for Indian brands

Razorpay partners with OpenAI for ChatGPT Ads with a focus on helping Indian businesses handle the operational requirements of advertising through ChatGPT. The partnership gives brands access to support for catalogue preparation, feed structuring, campaign management and performance optimisation through Razorpay Engage.

For businesses already managing large product catalogues, preparing information for a new advertising environment can be a significant operational task. Product names, descriptions and other catalogue information need to be organised in a way that supports the advertising workflow.

The partnership may also make it easier for existing Razorpay customers and other Indian businesses using its engagement platform to experiment with ChatGPT Ads without managing every stage of the process separately.

For more updates on smartphones, software and the Indian mobile industry, read our latest mobile news.

Why AI-driven product discovery matters

Traditional online advertising often takes place around search results, social feeds, websites and applications. AI assistants introduce another environment where consumers can ask questions in natural language and receive information based on their needs.

For brands, this creates a need to think about product information beyond conventional advertising creatives. Accurate catalogues, structured feeds and relevant product details can become increasingly important as businesses explore advertising and discovery inside AI-powered services.

Razorpay’s approach focuses on these practical requirements rather than treating campaign creation as a standalone task. Its process combines AI-readiness, catalogue preparation, campaign management and performance optimisation as connected parts of the advertising workflow.

Razorpay Engage expands into a new advertising channel

Razorpay Engage is being used in this partnership as the platform through which brands can prepare and manage their ChatGPT Ads activity. Its role covers both the preparation of product information and the ongoing management of campaigns.

Razorpay partners with OpenAI for ChatGPT Ads without positioning the relationship as an exclusive arrangement. The focus is on enabling Indian brands to participate in the emerging advertising environment and helping them manage the technical and operational work required for their campaigns.

As more brands experiment with AI-based consumer discovery, campaign measurement and optimisation will also become important. The early participation of companies across multiple sectors gives Razorpay an opportunity to build experience around how Indian brands use ChatGPT Ads for different customer journeys.

Conclusion

Razorpay partners with OpenAI for ChatGPT Ads to help Indian brands prepare product catalogues, launch campaigns and manage performance through Razorpay Engage. The early participating brands include Tanishq, Tata Neu, Fastrack, Traya, Shaadi.com and others from different sectors.

The partnership highlights the growing importance of AI-powered product discovery and gives Indian brands another channel to explore as consumers increasingly use AI assistants to find information and evaluate products.

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