Razorpay Partners With OpenAI to Help Indian Brands Advertise on ChatGPT

Indian fintech company Razorpay has partnered with OpenAI to help businesses in India advertise on ChatGPT through its growth marketing platform, Razorpay Engage.

Under the partnership, Engage will help brands prepare product catalogues and feeds for ChatGPT Ads, set up campaigns, optimise them and track performance. Razorpay said its platform is designed to handle the technical and operational work required for brands to test advertising on the conversational AI platform.

Razorpay said Engage will use an AI agent trained around ChatGPT Ads best practices to run and adjust campaigns, with human oversight from its team when larger decisions are required. The platform will also support campaign setup, ongoing optimisation and performance tracking.

The first wave of Indian brands participating in the programme includes Tanishq, Titan, Palmonas, Traya, Innovist, Tata Neu and Axis Max Life, according to Razorpay. The brands span categories including jewellery, beauty, wellness and financial services.

The partnership comes as OpenAI expands ChatGPT Ads into more markets. On August 31, OpenAI said ChatGPT Ads had reached a $1 billion annualised revenue run rate in less than 200 days after launch and were being used by tens of thousands of advertisers. The company also opened self-service Ads Manager access to advertisers in India, Europe, the Middle East and North Africa.

The $1 billion figure represents an annualised revenue run rate based on the platform’s current performance, rather than $1 billion in revenue already generated over a full year.

On September 23, OpenAI expanded ChatGPT Ads to seven additional markets in Southeast Asia and Taiwan, taking availability to more than 60 countries. The expansion followed earlier launches in markets including India, Australia, New Zealand, Japan and South Korea.

OpenAI describes ChatGPT Ads as a way for businesses to reach consumers while they are exploring options, comparing products and making purchase decisions. Its advertising platform is designed around conversational context rather than traditional keyword-based search alone.

For brands, this means product information and catalogues need to be structured for a conversational environment, where consumers may describe their requirements in different ways rather than search for a specific product or keyword. Razorpay said Engage will help businesses make their catalogues and product feeds ready for these interactions.

The partnership also comes with restrictions around the types of advertising that can run on ChatGPT. OpenAI’s current advertising policies allow a limited set of consumer categories during the early stages of the programme, while financial services, healthcare and other regulated categories are subject to additional restrictions and, in some cases, manual approval.

OpenAI has also established safeguards around where advertisements can appear. Ads are excluded from sensitive contexts, including conversations involving mental and personal health, emotional vulnerability and other sensitive user journeys. OpenAI says advertisements are kept separate from ChatGPT’s answers and are subject to review and monitoring.

The Razorpay partnership builds on an earlier collaboration between Razorpay, NPCI and OpenAI around AI-powered commerce in India. In October 2025, the companies announced a pilot for Agentic Payments on ChatGPT, allowing users to discover products and complete purchases through conversational experiences using UPI-based payment infrastructure. BigBasket was among the early merchants demonstrated in the initiative.

Razorpay has since expanded its work in agentic commerce beyond OpenAI. In February 2026, the company and NPCI announced a pilot bringing Agentic Payments to Anthropic’s Claude, with Zomato, Swiggy and Zepto among the businesses involved. Razorpay has also been developing agentic payment capabilities for in-app commerce.