Razorpay partners with OpenAI to bring ChatGPT Ads to Indian brands: What it means for advertisers

Razorpay has partnered with OpenAI to help Indian brands launch and manage advertising campaigns on ChatGPT through its Engage platform. Brands including Tanishq, Tata Neu, Fastrack, Traya and Shaadi.com are among the early participants in ChatGPT Ads.

Razorpay has partnered with OpenAI to help Indian businesses launch and manage advertising campaigns on ChatGPT, as conversational AI becomes a new channel for product discovery. This partnership will enable brands to leverage the power of Razorpay Engage for creating product catalogues, managing product feed, launching ChatGPT Ads campaigns and monitoring their performance.

The brands that will be a part of this initial agreement are Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas and Narsee Monjee Institute of Management Studies (NMIMS), as announced by Razorpay on October 5, 2026. The shift is driven by the growing trend of consumers conversing with ChatGPT to discover new products and services rather than relying on keywords.

Razorpay Engage to manage ChatGPT Ads

Under the partnership, Razorpay Engage will help businesses assess whether their product catalogues are ready for ChatGPT Ads. It will also enable the preparation of product feed, the creation of campaigns, and the management and measurement of their performance.

Engage will leverage an AI agent with Razorpay's best practices for ChatGPT Ads to help them build and run campaigns. The system can keep track of the campaign performance and can be tweaked as per the requirements, with human intervention by Razorpay's team when needed.

OpenAI has been rolling out ChatGPT Ads globally. On August 31, 2026, the company said advertisers could begin purchasing ChatGPT Ads directly through Ads Manager in India. In under 200 days, ChatGPT Ads has reached a $1 billion annualised revenue run rate, OpenAI also said.

Pragya Singha Roy