“Impact of Vernacular AI Voice Advertisements on Rural Consumer Adoption of Fintech Products”—An Empirical Study

Fintech services in india have witnessed tremendous growth that has opened new possibilities of financial inclusion, particularly in rural areas.  nevertheless, the  uptake rate by rural consumers is relatively low because of language, low digital literacy, and a lack  of  trust.  as artificial intelligence  (ai)  has  grown, personalised and culturally appealing ai voice advertisements have  now  become  a  reality.  this  paper  will consider  how  the impact  of  vernacular  ai  voice  advertisements  on  the  awareness, trust  and  adoption  of  fintech  products  that include  mobile  banking  applications,  upi  payment services,  digital  wallets,  and  micro-loan  applications  by rural  consumers.  the  sample  size  of  100  rural  participants  in  karnataka  forms  the sample  size  and  is  used  to  investigate  the  relationship  between  the  familiarity  with  languages,  their  clarity,  relevancy,  and  perceived  credibility  of  ai-generated  voices  and  the  intention to  use  fintech  with  their  voice  recognition  application.  the  results  have  shown  that  vernacular  ai  voice  advertisements  largely  improve  comprehension,  develop  trust,  and  have  a  positive  effect  on  adoption  behaviour.  the  paper  concludes  by  stating  that  digital  financial  inclusion  in  rural  india  can  be  faster  by  implementing  vernacular  ai  voice  strategies by fintech firms. 

Fintech adoption, Vernacular advertising, AI voice ads, Rural consumers, Digital financial inclusion, Trust, Language familiarity.

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