Orient Electric has partnered with WPP Media to explore advertising on ChatGPT, extending its always-on performance marketing approach to emerging AI-led platforms. The move aims to place the consumer electrical brand within conversations around home improvement, interior design and lifestyle, as more people turn to AI tools for inspiration, product discovery and purchase research.

Around 40% of the campaign budget has been allocated towards reach, signalling a focus on building visibility beyond consumers with immediate purchase intent. The idea is to engage potential customers earlier in the buying journey and link broader brand discovery with product consideration.

Sandhya Biswas, Chief Marketing and Customer Experience Officer at Orient Electric, said the initiative reflects the company’s effort to adapt to changing consumer behaviour and explore new digital touchpoints. She noted that AI-led conversations are opening opportunities for brands to become part of the discovery journey, especially as people use these platforms to gather ideas and evaluate products for their homes.

Navin Khemka, President, Client Solutions, WPP Media South Asia, said consumer discovery is moving beyond traditional search towards conversational AI experiences. The collaboration will study engagement patterns and assess how AI-led advertising can complement existing performance marketing and fit into Orient Electric’s wider media investments. For the brand, it is an early step towards understanding how AI conversations shape consideration in home appliances and electrical products.