Razorpay has partnered with OpenAI to support the expansion of advertising on ChatGPT in India, bringing the payments company into OpenAI’s efforts to develop a commercial infrastructure around its AI platform.
Under the partnership, Razorpay will provide payment infrastructure for advertisers looking to run campaigns on ChatGPT in India. The collaboration is aimed at making it easier for Indian businesses to pay for advertising on the platform using locally supported payment methods and billing systems.
The development comes as OpenAI expands advertising as a new revenue stream for ChatGPT. The company has been testing ads within the platform as it looks to diversify its business beyond subscriptions and enterprise products.
India represents a significant market for the company because of ChatGPT’s growing user base in the country. The partnership with Razorpay provides OpenAI with local payments infrastructure as it works to make its advertising offering accessible to Indian businesses.
For advertisers, ChatGPT introduces a different environment from traditional search and social media platforms. Instead of appearing alongside a conventional feed or list of search results, advertising can potentially be presented within an AI-led discovery experience where users are already asking questions, researching products or exploring purchase decisions.
OpenAI has maintained that advertising should remain separate from the answers generated by ChatGPT. The company has also said advertisers will not be able to influence the responses users receive, an important distinction as commercial content enters conversational AI interfaces.
Razorpay’s role is focused on the transaction and payment layer rather than the generation or placement of advertisements. The Bengaluru-headquartered fintech company provides payment gateway, banking and financial technology infrastructure to businesses across India.
The partnership also adds another layer to the changing relationship between generative AI and digital advertising. AI assistants are increasingly being used for product discovery, research and recommendations, creating new questions for marketers around how brands can reach consumers when the starting point for a purchase journey shifts from a search box or social feed to a conversation.
For OpenAI, advertising could help monetise a larger portion of ChatGPT’s audience, including users who do not pay for a subscription. For Indian advertisers, the rollout could introduce another digital channel alongside search, social, retail media and other performance platforms.
The collaboration with Razorpay gives OpenAI a local payments partner as it expands that model in India, while the broader impact will depend on how advertisers adopt conversational AI as a media and discovery channel.
Disclaimer: This article may include information derived from interviews, press releases, public statements, research, company communications and other publicly available or third-party sources. Such material may be summarised, paraphrased or contextualised for journalistic and editorial purposes. All rights in third-party content remain with their respective owners.
Related Articles
