Razorpay has partnered with OpenAI to help Indian businesses reach customers through ChatGPT Ads, marking another step toward the rise of conversational AI as a new channel for product discovery and advertising. The partnership, announced on October 5, 2026, will use Razorpay’s growth marketing platform, Razorpay Engage, to support brands looking to advertise on ChatGPT.
Razorpay Engage will help businesses make their product catalogues “conversation-ready” by cleaning and structuring product feeds so products can better match the way consumers describe what they are looking for in natural-language conversations. The platform will also provide campaign setup, optimisation and performance tracking.
According to Razorpay, an AI agent trained around ChatGPT Ads can handle much of the campaign optimisation, while human oversight remains involved when larger decisions need to be made. This is designed to reduce the operational work required for brands entering a new advertising channel.
The first group of Indian brands participating in the initiative includes Tanishq, Titan, Palmonas, Traya, Innovist, Tata Neu and Axis Max Life, covering categories such as jewellery, beauty, wellness and financial services.
The partnership comes as OpenAI expands its advertising platform with new visual ad formats and measurement capabilities. OpenAI says its new visual ads will initially be tested in the US during image generation, while ads remain clearly labelled and separate from ChatGPT’s answers.
For Indian businesses, the development points toward a changing digital advertising landscape where consumers may discover products by asking AI questions rather than typing traditional search queries.
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