Razorpay has partnered with OpenAI to help Indian brands explore advertising opportunities on ChatGPT, potentially opening a new channel for brands to reach consumers at the point of AI-driven discovery and decision-making.
The partnership is expected to bring brands such as Tanishq, Tata Neu and Fastrack into the emerging AI advertising ecosystem, connecting their products and services with users interacting with ChatGPT.
The development comes as consumer behaviour increasingly shifts from traditional search and social platforms towards AI-powered interfaces. While search engines have traditionally captured users with specific search intent and social platforms have focused on attention and discovery, AI platforms can play a role in helping users research options, compare products and make purchase decisions.
According to the information shared around the partnership, ChatGPT has more than 100 million weekly users in India, highlighting the potential scale of AI-led consumer engagement in the country’s digital market.
For brands, advertising within AI-powered platforms could create a new way to reach consumers during the decision-making stage. Instead of relying solely on conventional search or social advertising, businesses could potentially engage users while they are actively seeking recommendations or information.
The partnership also comes against the backdrop of Razorpay’s work around agentic payments and digital commerce. The combination of AI-led discovery and payment infrastructure could eventually enable a more integrated consumer journey — from discovering a product and asking an AI assistant for recommendations to completing a transaction.
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The broader opportunity points towards an emerging model of AI-native commerce, where artificial intelligence becomes part of multiple stages of the customer journey, including discovery, recommendation and payment.
For Indian businesses, the development could mark an early step towards experimenting with AI platforms not only as conversational tools, but also as potential channels for customer acquisition and digital commerce.
