How Razorpay Built a Category-Leading AI Visibility Engine with Slate

Industry

Payment Infrastructure & Fintech

Focus

AI Search Visibility & Citation Optimization

Locations

Headquartered in Bangalore, India; serving businesses globally

The Challenge

AI search is reshaping how buyers find payment infrastructure

Razorpay operates in a fiercely competitive category where AI-generated answers increasingly shape discovery, evaluation, and vendor selection. Different platforms surface different brands. Owned content competes with third-party lists and aggregators. Manual monitoring couldn’t keep pace with how AI surfaces evolve.

Fragmented Visibility

Six major AI platforms, each surfacing different brands and sources with no unified view of performance.

No Citation Clarity

Knowing you were mentioned wasn’t enough, understanding which sources drove presence was critical.

Slow to Act

Manual research, scattered spreadsheets, and ad hoc reviews meant insights decayed before the team could respond.

The Approach

A workflow-led system for AI search optimization

Instead of treating AI visibility as a one-off content problem, Razorpay used Slate as an end-to-end operating system, monitoring, benchmarking, analyzing citations, and operationalizing content updates in repeatable workflows.

Prompt Monitoring · Competitive Benchmarking · Citation Analysis · SERP Review · Content Gap Detection · Page Drafting & Refresh · FAQ Generation · QA Review

1. Platform Visibility

Strong presence across every major AI surface

Razorpay isn’t dependent on a single platform. Strongest performance on Google AI Mode and ChatGPT, with consistent visibility across all six tracked AI surfaces.

2. Competitive standing

Category leader on visibility share

Razorpay holds nearly double the visibility share of the nearest competitor, establishing clear category leadership across AI search platforms.

3. Citation Impact

Owned sources carrying real weight in AI answers

AI systems weren’t just mentioning Razorpay, they were citing Razorpay’s own commercial pages at scale, especially on high-intent pricing and product queries.

Website	Citations	Details
razorpay.com	39,783	5,267 unique URLs cited
cashfree.com	25,915	3,039 unique URLs cited
payu.in	12,323	1,017 unique URLs cited
stripe.com	7,505	2,000 unique URLs cited

MOST-CITED RAZORPAY PAGES

Page	Citations
/pricing	3,359 cited runs
/payment-gateway	2,849 cited runs

Result

Razorpay's owned domain earned 39,783 citations, with high-intent pages like /pricing and /payment-gateway becoming the most-cited sources in the category.

Before And After

From scattered checks to a self-running engine

Dimension	Before	With Slate
AI visibility tracking	Fragmented and manual	Centralized, continuously monitored
Competitive benchmarking	Limited and ad hoc	Structured across major competitors
Citation analysis	Hard to attribute	Owned vs third-party visible
Workflow maturity	One-off analysis	Repeatable end-to-end workflows
Content operations	Slower, less standardized	Faster research, refresh, and QA
Owned-source influence	Less measurable	Category-leading citation footprint

“Razorpay didn’t treat AI visibility as a one-time optimization project. With Slate, the team built a repeatable workflow system for monitoring, prioritizing, and improving how the brand appears across AI search.”

Why It Worked

Three things compounding together:

01 Measurement Across AI Surfaces

A single view of mention rate, visibility, share, and competitive standing across ChatGPT, Perplexity, Google AI Mode, Gemini, and Claude.

02 Workflow Automation

Repeatable pipelines for research, content refresh, FAQ development, and QA — replacing scattered spreadsheets and manual reviews.

03 Stronger Owned-Content Footprint

High-intent pages like /pricing and /payment-gateway became the most-cited sources in AI answers for the category.

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