Indian fintech platform Razorpay has expanded its partnership with OpenAI to help domestic brands run advertising campaigns on ChatGPT. Under the arrangement, the company is using its growth marketing platform, Razorpay Engage, as an infrastructure layer for businesses to structure product feeds and manage advertising on the AI platform. Early participating organizations include Tanishq, Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Palmonas, and Narsee Monjee Institute of Management Studies.
Automated Infrastructure for Conversational Ads
Razorpay Engage provides the technical foundation for merchants to prepare catalog data, launch targeted ads, and measure campaign effectiveness inside ChatGPT. The platform uses an internal AI agent tuned to advertising guidelines to monitor and refine ad distribution as users interact with the chatbot, with human oversight maintained by Razorpay's team.
The integration follows OpenAI's initial rollout of ChatGPT advertising in India at the end of August 2026, which launched for adult users on Free and Go tiers alongside agency partnerships with WPP and Omnicom. Razorpay aims to eliminate the operational burden of manually converting product listings into formats compatible with conversational searches.
Expanding Agentic Commerce Capabilities
The move extends Razorpay's existing efforts with OpenAI and the National Payments Corporation of India to support in-chat storefronts and transactions. Razorpay has been testing agentic checkout flows utilizing UPI Circle and UPI Reserve Pay to keep user credentials separate from the underlying AI models while completing purchases natively inside the conversational interface.
Other Indian payment processors, including Cashfree and Pine Labs, are similarly developing infrastructure for agentic commerce. Payment providers increasingly view conversational AI as a distinct transaction layer rather than a basic redirection link.
Strategic Expansion Beyond Payments
Founded in 2014 by Shashank Kumar and Harshil Mathur, Razorpay has raised more than $800 million from investors such as Tiger Global, Y Combinator, and Lightspeed as it prepares for an initial public offering. The company launched Razorpay Engage in 2023 to provide customer retention, rewards, and acquisition solutions.
Beside its commerce tooling, Razorpay introduced Vulcan, a proprietary AI foundation model for payment routing and fraud prevention, alongside Agent Studio, an agent deployment platform used in beta by approximately 200 businesses for operational workflows like reconciliation and cart recovery.
AI-generated editorial illustration; not a documentary photograph.
Source: Razorpay Partners With OpenAI To Help Indian Brands Advertise On ChatGPT
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