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Adoption of AI-Based Investment Applications Among Women Investors: Evidence from Karnataka
Subject area: Management and Commerce · Area of research: Financial Technology and Artificial Intelligence
DOI: 10.64388/IREV10I2-1722415
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.
Keywords
artificial intelligence, ai-based investment applications, women investors, fintech, financial literacy, digital awareness, trust, privacy, security
References
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How to cite this paper
@article{1722415,
author = {Bhuvanashree H. Y., Prakruthi N Udupa},
title = {Adoption of AI-Based Investment Applications Among Women Investors: Evidence from Karnataka},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {2},
pages = {1730-1734},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1722415.pdf},
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.},
keywords = {artificial intelligence, ai-based investment applications, women investors, fintech, financial literacy, digital awareness, trust, privacy, security},
month = {August},
doi = {https://doi.org/10.64388/IREV10I2-1722415}
}