Razorpay has joined forces with OpenAI to help Indian brands launch and manage ChatGPT Ads campaigns through Razorpay Engage, creating a new AI-driven product discovery channel.

Razorpay Engage will handle creating and optimizing campaigns, preparing product feeds, assessing readiness for ChatGPT Ads, and providing human oversight when needed.

The platform will assist brands in preparing catalogs, structuring feeds, launching campaigns, managing performance, and measuring optimization on ChatGPT Ads.

Industry voices stress the importance of understanding how consumers discover and decide on high-consideration purchases like jewelry as AI-led discovery grows.

Accurate product information and scalable catalog management are essential to succeed in AI-driven discovery journeys.

Initial adopters announced on October 5, 2026 include Tanishq, Tata Neu, Fastrack, Traya, and Shaadi.com.

A LiveMint report frames consumer adoption of AI for product discovery and its implications for Indian brands, with Pragya Singha Roy providing the context.

Shifting from keyword searches to AI-driven conversations is pushing brands to bid for attention in AI-powered discovery journeys, as users describe needs, preferences, and budgets to find products.

This move toward conversational queries with AI assistants creates new contexts for product relevance and hinges on well-structured product information.

The partnership signals a broader shift to AI-driven product discovery, with consumers describing their needs and budgets to ChatGPT rather than using traditional keywords.

Early participants spanning multiple sectors include Fastrack, Traya, Tata Neu, Rivaah by Tanishq, Shaadi.com, Axis Max Life, Tanishq, Palmonas, and NMIMS, highlighting diverse brand involvement.

Context shows OpenAI has been evolving ad formats, adding AI-powered features for advertisers and experimenting with sponsored agents in GPT-3, signaling ongoing shifts in AI advertising.