Adoption of AI-Based Investment Applications Among Women Investors: Evidence from Karnataka

Abstract

-Artificial Intelligence (AI) is increasingly being integrated into financial services, particularly through investment applications that provide market information, personalized suggestions, portfolio support and decision-making assistance. This study examines the factors influencing the adoption of AI-based investment applications among women investors in Karnataka. A descriptive research design was adopted and primary data were collected through a structured questionnaire from 200 women investors aged 18 years and above. Convenience sampling was used, and the data were analyzed using percentage analysis, descriptive statistics, correlation, regression and chi-square tests in SPSS. The findings show that 61% of respondents had experience using AI-based investment apps. Ease of use was the leading adoption factor (30.5%), followed by better investment advice (26%) and recommendations from others (24.5%). AI applications were perceived to support informed decisions, personalized investment suggestions, market-trend understanding and reduced investment complexity. Financial literacy, digital awareness, trust, privacy and security were identified as important adoption-related factors. Regression analysis reported R² = 0.289 with F = 40.017, p < 0.001. The study concludes that user-friendly design, stronger data protection, financial education and digital awareness can encourage wider adoption of AI-enabled investment services among women investors.