National, 21 September 2026: Aveeno Baby, a leading paediatrician-recommended brand for babies’ sensitive skin, has announced its presence on ChatGPT in India, following OpenAI’s rollout of its advertising platform. Executed by Zenith Media, Aveeno Baby becomes the company’s first brand to launch such an initiative.
For many parents, a baby’s skin concern often begins with a moment of uncertainty. A patch of persistent dryness, recurring rashes, redness, or irritation can quickly lead to questions: What is causing this? Is this normal? How can I help my baby feel comfortable again? Increasingly, parents are turning to digital platforms to find answers, understand symptoms, and learn more before deciding on their next steps.
This need is especially relevant as sensitive skin conditions such as atopic dermatitis, allergic contact dermatitis, diaper dermatitis, xerosis, and psoriasis etc. continue to become more common among children. Atopic Dermatitis affects children at nearly twice the rate of adults globally. According to a recent Indian expert consensus developed with inputs from the Indian Academy of Pediatrics (IAP), the prevalence of Atopic Dermatitis among Indian children is estimated to range between 20% and 39%.1
Today’s parents expect trusted information to be accessible whenever questions arise, whether during a late-night search, between doctor visits, or while navigating everyday baby care decisions. As conversational AI becomes an increasingly important part of how people seek and consume information, platforms like ChatGPT are emerging as a valuable touchpoint in the parenting journey.
Aveeno Baby’s contextual advertising on ChatGPT is designed to support parents at these moments of need. Through clearly labelled and contextually relevant content, the brand aims to provide access to educational information alongside AI-generated responses to common questions about babies’ sensitive skin concerns. By doing so, Aveeno Baby seeks to help parents discover credible information when they are actively looking for guidance and reassurance.
Leveraging GEO (Generative Engine Optimization) insights, Aveeno Baby has built an end-to-end commerce lead-generation solution within ChatGPT, positioning themselves among the first movers to seamlessly integrate AI-driven discovery, engagement, qualification, and conversion journeys.
Commenting on the initiative, Sahil Dev, Marketing Director-Baby Care, Kenvue, said, “When a baby develops dry, irritated, or sensitive skin, parents naturally want answers as quickly as possible. We know that their search for information often starts long before they reach a healthcare professional’s office and increasingly happens on digital platforms they trust and use every day.”
“As parental behaviours evolve, ChatGPT is becoming an important part of the information journey for many families. Through our presence on ChatGPT Ads, we have an opportunity to connect with parents when they are actively seeking information about sensitive skin conditions and provide access to trusted, science-backed content. Our ambition is simple: to be helpful in moments that matter and support parents with the knowledge and confidence they need to care for their baby’s sensitive skin”, he further added.
This initiative forms part of Aveeno Baby’s broader digital-first strategy to engage with parents across platforms where meaningful conversations and information-seeking behaviours are already taking place.
