“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.