Razorpay Enables ChatGPT Advertising for Indian Brands
Razorpay has launched a service allowing Indian brands to manage advertising campaigns on ChatGPT, leveraging its Razorpay Engage platform and OpenAI's technology.
Payment company Razorpay announced on October 5 that its marketing platform, Razorpay Engage, now allows Indian brands to set up and manage advertising campaigns on ChatGPT. This initiative builds upon Razorpay's existing partnership with OpenAI.
The service will handle the preparation and operation of ChatGPT Ads for advertisers. Razorpay Engage will assess product catalog readiness, structure product feeds, create and manage campaigns, and optimize performance using an AI agent trained on ChatGPT Ads best practices. Human oversight will be provided by Razorpay staff.
Several Indian brands, including Tanishq, Fastrack, and Axis Max Life, are participating in the initial rollout. Razorpay highlights the need for well-structured product data for brands to be featured effectively in AI chat responses, noting that consumers are increasingly relying on AI assistants for purchase recommendations, thus creating a new discovery channel.
This advertising product expands Razorpay's broader efforts to integrate commerce within ChatGPT, including previous work on storefronts, catalogs, and in-chat payments. The company aims to build a distribution layer across various platforms, not solely focusing on ChatGPT.