Razorpay Partners With OpenAI to Expand ChatGPT Ads in India

Razorpay has partnered with OpenAI to help Indian brands launch and manage advertising campaigns on ChatGPT.

Under the partnership, Razorpay Engage, Razorpay’s growth marketing platform, will provide brands with the technology and operational infrastructure to prepare product catalogues, structure product feeds, launch campaigns, and measure performance on ChatGPT Ads.

Brands including Tanishq (through HiveMinds), Titan-owned Fastrack, Traya, Tata Neu, Palmonas, Shaadi.com, Axis Max Life, Rivaah by Tanishq, and NMIMS will initially participate in the programme.

“Instead of searching through a fixed set of options, people can describe what they need, explore possibilities, and refine their choices through conversation,” Nitin Bawankule, Head of Enterprise Sales, India, OpenAI, said in a statement. “Ads can help brands show up meaningfully in those moments, while preserving the trust people place in ChatGPT.”

Razorpay said Engage will assess whether a brand’s catalogue is ready for ChatGPT Ads, structure product feeds, create and manage campaigns, and provide measurement and optimisation.

Its platform also uses an AI agent designed around ChatGPT Ads best practices to help manage campaigns across different consumer contexts. Razorpay said its team will provide human oversight where required.

“Razorpay Engage handles the readiness and the running of ChatGPT Ads, so that businesses can test this new channel without having to build the expertise from scratch,” said Rahul Kothari, COO of Razorpay.

OpenAI announced the Indian rollout in August, bringing ads to logged-in adult users on its Free and Go plans. Plus, Pro, Business, Enterprise, and Education users were excluded from the rollout.

OpenAI began testing ChatGPT ads in the US in February, and by the end of August, OpenAI said ChatGPT Ads had reached a $1 billion annualised revenue run.

It has since expanded ChatGPT Ads to more than 60 countries.

The Indian launch also came with a relatively low barrier for advertisers.

Reports around the rollout said OpenAI planned to make Ads Manager available to Indian marketers with daily budgets starting at ₹725.

OpenAI maintains that ads are separate from ChatGPT’s answers. Its current advertising documentation says advertisers cannot influence, rank or alter ChatGPT responses.

Besides, ad selection can use signals including the context and intent of the current conversation and, where personalised ads are enabled, selected signals from a user’s broader ChatGPT experience. Advertisers do not receive users’ chats, chat history, memories, name, email, or precise location.