银行、保险公司和消费品牌正开始利用人工智能平台投放广告并打造产品发现体验，各家公司也在测试ChatGPT及其他人工智能界面，将其作为触达消费者的新渠道。IndusInd Bank已开始 在ChatGPT上宣传其信用卡产品，Bajaj Life Insurance则表示，该品牌是印度最早在该平台投放广告的银行、金融服务和保险品牌之一。
Banks, insurers and consumer brands are beginning to advertise and build product-discovery experiences on artificial intelligence platforms, as companies test ChatGPT and other AI interfaces as a new way to reach consumers. IndusInd Bank has started advertising its credit card offerings on ChatGPT, while Bajaj Life Insurance has said it is among the early BFSI brands in India to advertise on the platform.
随着消费者通过人工智能研究产品和服务的习惯逐渐形成，这一转变随之出现。如今，消费者会用自然语言描述需求并提出后续问题，以对话式人工智能研究产品和服务的使用方式，正逐渐取代单纯依赖传统关键词搜索的方式。对金融服务公司而言，这一转变可能意义重大，因为信用卡和保险等产品通常涉及多项功能、资格标准和使用场景，而消费者在作出决定前可能希望对这些内容进行比较。
The moves come as consumers use conversational AI to research products and services by describing their requirements in natural language and asking follow-up questions, rather than relying only on conventional keyword searches. For financial services companies, the shift could be significant as products such as credit cards and insurance typically involve multiple features, eligibility criteria and use cases that consumers may want to compare before making a decision.
Bajaj Life Insurance首席营销官钱德拉莫汉·梅赫拉表示，该保险公司决定在ChatGPT上投放广告，是因为客户在围绕人工智能开展研究、产品发现以及规划财务和保障需求方面的行为正在发生改变。IndusInd Bank也将这一举措称为一种新增的数字渠道，消费者可以通过该渠道发现其产品。ChatGPT正在成为新的广告渠道。
Chandramohan Mehra, Chief Marketing Officer, Bajaj Life Insurance, said the insurer's decision to advertise on ChatGPT was driven by changing customer behaviour around AI-led research, discovery and planning for financial and protection needs. IndusInd Bank has also described the initiative as an additional digital channel through which consumers can discover its products. ChatGPT emerges as a new advertising channelThe growing interest from brands follows OpenAI's expansion of ChatGPT Ads, opening the platform to advertisers looking to reach users during AI-led discovery.
随着各品牌对这一渠道的兴趣日益浓厚，OpenAI也在扩大ChatGPT Ads的服务范围，向希望在该人工智能平台上触达用户的广告主开放。Razorpay已与OpenAI达成合作，将通过其Engage平台帮助印度企业在ChatGPT上启动和管理广告活动。
Razorpay has partnered with OpenAI to help Indian businesses launch and manage campaigns on ChatGPT through its Engage platform.
该服务涵盖产品目录编制、商品信息流、广告活动创建和效果衡量等支持。参与早期计划的品牌包括 Tanishq、Fastrack、Trasa、Tata Neu、Shaadi.com、Axis Max Life 和 Palmonas 等。Tanishq 的 ChatGPT 广告活动由 HiveMinds 提供支持，该珠宝品牌借此探索平台广告如何融入其消费者互动策略。这一发展为广告主提供了继搜索引擎和社交媒体等成熟平台之外的又一个数字渠道。
The offering includes support for product catalogue preparation, product feeds, campaign creation and performance measurement. Brands participating in the early programme include Tanishq, Fastrack, Traya, Tata Neu, Shaadi.com, Axis Max Life and Palmonas, among others. Tanishq's ChatGPT campaign was supported by HiveMinds as the jewellery brand explored how advertising on the platform could fit into its consumer engagement strategy. The development gives advertisers another digital channel alongside established platforms such as search engines and social media.
不同之处在于，用户的交互始于对话，而非传统的搜索查询或广告展示。AI 主导的商品发现已超越广告领域。这种转变并不局限于付费广告。Justdial 已将本地商户搜索功能与 ChatGPT 整合，使用户可以通过对话式查询发现本地商户，并查看评分、服务详情等信息。Glance 还通过 Siri AI 为 iPhone 和 iPad 用户推出 AI 驱动的购物体验。
The difference is that the interaction begins with a conversation rather than a conventional search query or an ad impression.AI-led discovery extends beyond advertisingThe shift is not limited to paid advertising. Justdial has integrated its local business search capabilities with ChatGPT, allowing users to discover local businesses and access information such as ratings and service details through conversational queries. Glance has also introduced an AI-powered shopping experience for iPhone and iPad users through Siri AI.
用户可以寻求购物建议并获得个性化产品推荐，该平台同时还在推出设备端虚拟试穿功能。这些发展表明，企业接触和发现数字内容的方式正在发生更广泛的变化。AI 平台不仅用于回答问题，也用于将消费者与商品、服务和商户连接起来。
Users can ask for shopping suggestions and receive personalised product recommendations, while the platform is also rolling out an on-device virtual try-on feature. These developments point to a broader change in how companies are approaching digital discovery. AI platforms are being used not only to answer questions but also to connect consumers with products, services and businesses.