Razorpay Partners with OpenAI to Power ChatGPT Advertising for Indian Brands — October 5, 2026

In a strategic move to capitalise on conversational artificial intelligence, IPO-bound fintech unicorn Razorpay has partnered with OpenAI to help Indian enterprises launch and manage advertising campaigns on ChatGPT.

Under the collaboration, Razorpay’s growth marketing platform, Razorpay Engage, will operate as an official channel partner in India. The platform will provide businesses with technological and operational infrastructure to prepare product catalogues, format product feeds, run campaigns, and track campaign performance on ChatGPT Ads.

Conversational Discovery Replaces Traditional Search

The tie-up comes as digital discovery patterns shift away from traditional keyword-based search engines toward interactive generative AI dialogues.

According to OpenAI, advertising within ChatGPT is aimed at reaching consumers at high-intent conversational touchpoints without undermining platform trust.

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

To streamline execution for advertisers, Razorpay Engage will deploy an AI agent trained on ChatGPT Ads best practices to structure, execute, and dynamically adjust campaigns across multiple consumer contexts, supported by human oversight.

"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," stated Rahul Kothari, Chief Operating Officer at Razorpay.

Marquee Indian Brands Join the Pilot

Several prominent Indian enterprise and direct-to-consumer (D2C) brands have signed up as early participants to pilot the solution:

• Tata Group brands including Tanishq, Rivaah by Tanishq, Tata Neu, and Fastrack
• Healthtech brand Traya
• Direct-to-consumer jewellery retailer Palmonas
• Matrimonial platform Shaadi.com
• Insurer Axis Max Life
• Higher education institution Narsee Monjee Institute of Management Studies (NMIMS)

OpenAI has rolled out ChatGPT Ads to logged-in adult users on its Free and Go tiers in India, while keeping paid tiers—including Plus, Pro, Business, Enterprise, and Education—ad-free.

Strategic Implications for Razorpay Ahead of IPO

For Bengaluru-headquartered Razorpay, which is preparing for an Indian public listing, this partnership highlights its aggressive expansion beyond conventional payment gateway processing. Core payment processing in India remains heavily regulated and operates under thin take-rates. By building value-added software layers around marketing automation, developer toolkits, and AI commerce, Razorpay is positioning itself as a full-stack operating system for digital businesses.

The OpenAI collaboration builds on Razorpay’s earlier initiatives in AI-enabled commerce, where it partnered with OpenAI and the National Payments Corporation of India (NPCI) to develop agentic checkout experiences using Unified Payments Interface (UPI) frameworks. Market watchers and pre-IPO investors will closely monitor whether these AI and adtech capabilities can deliver meaningful SaaS revenue contribution alongside Razorpay's core transaction processing business.

Tags: Razorpay OpenAI ChatGPT Digital Advertising Indian Fintech Artificial Intelligence