Razorpay announced it has expanded its partnership with OpenAI to help Indian brands advertise on ChatGPT through its growth marketing platform, Razorpay Engage. The platform will assist brands in preparing product catalogues, launching, managing, and optimizing campaigns on ChatGPT Ads. Notable brands onboarded include Tanishq, Fastrack, Traya, Tata Neu, and Shaadi.com, among others, the company disclosed today, ahead of its IPO.
Under the partnership, Razorpay Engage will provide the technology and operational infrastructure for businesses to utilize ChatGPT Ads. This includes assessing catalogue readiness, structuring product feeds, campaign creation and management, and performance measurement. An AI agent built around ChatGPT Ads best practices will help create and manage campaigns in various consumer contexts, while Razorpay’s team will provide human oversight where necessary, according to Razorpay COO Rahul Kothar (inc42.com).
This collaboration highlights a shift in digital advertising as consumer discovery moves toward AI assistants rather than traditional search or scrolling ads. Razorpay’s integration with OpenAI positions it among platforms enabling brands to leverage AI-driven advertising, a growing trend in the Indian market. The move aligns with broader industry efforts to incorporate AI tools into marketing strategies, reflecting evolving consumer behavior and technology adoption.
Razorpay Engage’s new capabilities will allow brands to monitor and optimize ChatGPT ad campaigns continuously, with the AI agent making ongoing adjustments to improve performance. The company’s announcement comes as it prepares for its upcoming IPO, signaling a strategic push into AI-powered marketing solutions for Indian businesses.