Honasa Consumer has partnered with commerce media company Criteo to bring its flagship beauty brand Mamaearth to ChatGPT's advertising ecosystem, becoming the first Indian advertiser on the AI platform. The collaboration follows OpenAI's expansion of ChatGPT advertising into India, with Criteo enabling brands to access ChatGPT's advertising inventory as part of integrated digital campaigns.
Mamaearth Enters AI-Powered Consumer Discovery
The move reflects a strategic shift towards AI-driven consumer engagement, recognising that discovery journeys are increasingly beginning with conversational interfaces rather than traditional search and social platforms.
Generative AI transforms how consumers search, compare and evaluate products, conversational advertising is poised to become a critical component of future media strategies.
Early AI Adoption Strengthens Competitive Positioning
The partnership underscores Honasa Consumer's focus on anticipating evolving consumer behaviour rather than reacting to it.
By investing early in conversational AI advertising, the company aims to better understand how AI is reshaping brand discovery, purchase consideration and customer interactions. Instead of viewing ChatGPT as just another media channel, the initiative positions AI as an emerging touchpoint capable of influencing awareness, engagement and long-term brand relevance in the digital ecosystem.
The Last Word
Honasa Consumer's early entry into ChatGPT advertising highlights the competitive advantage brands can gain by experimenting with AI-first engagement models before mainstream adoption accelerates.