In a major leap toward AI-driven commerce, fintech unicorn Razorpay has announced an initiative to help Indian consumer brands get discovered and sell directly on OpenAI’s ChatGPT platform through its marketing and engagement arm, Razorpay Engage.
Empowering Brands with ChatGPT Ads & Catalog Integration
Under this partnership, Razorpay Engage will act as an end-to-end commerce bridge for brands navigating generative AI advertising. The platform will enable businesses to:
- Prepare Product Catalogues: Format and structure inventory data for seamless discovery within conversational queries.
- Deploy ChatGPT Ads Campaigns: Launch targeted ad campaigns built around generative search intent.
- Performance Analytics: Track, optimize, and evaluate conversion metrics and user engagement in real time.
Top Indian Brands Already Onboarded
Several leading Indian enterprises, direct-to-consumer (D2C) disruptors, and institutions have already partnered with Razorpay to pilot ChatGPT discovery and ads. Early adopters include:
- Jewelry & Lifestyle: Tanishq, Rivaah by Tanishq, Fastrack, PALMONAS
- Digital & E-Commerce: Tata Neu, Shaadi.com
- Wellness & Health: Traya
- BFSI & Higher Education: Axis Max Life Insurance Limited, NMIMS
Autonomous AI Campaign Management with Human-in-the-Loop
To maximize return on ad spend (ROAS), Razorpay’s platform leverages a specialized AI agent designed around ChatGPT Ads best practices. The autonomous agent optimizes campaign deployment, bid management, and target keywords, while retaining human oversight for strategic approvals and brand governance where required.
The Broader Vision: AI Commerce with OpenAI & NPCI
This rollout builds upon Razorpay’s broader strategic alignment with OpenAI and the National Payments Corporation of India (NPCI). By fusing conversational discovery with frictionless UPI and card rails, Razorpay is positioning itself as the foundational infrastructure layer as online shopping shifts from static search engines to conversational AI assistants.
Frequently Asked Questions (FAQs)
What is Razorpay’s partnership for ChatGPT?
Razorpay Engage is helping Indian brands prepare product catalogues, launch and manage ChatGPT Ads campaigns, and track ad performance directly within OpenAI’s conversational platform.
Which brands are already using Razorpay for ChatGPT Ads?
Brands currently onboarded include Tanishq, Fastrack, Tata Neu, Traya, Shaadi.com, PALMONAS, Axis Max Life Insurance, and NMIMS.
How does Razorpay integrate payments inside conversational AI?
In collaboration with OpenAI and NPCI, Razorpay is building full-funnel AI commerce infrastructure to allow users to discover products and check out securely via UPI inside conversational AI interfaces.