Voice Search and AI Assistants: Changing The Way Consumers ‎Discover Financial Products

  • Authors

    • Siddharth Chaturvedi Research Scholar, Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Tamil Nadu, India
    • Dr. K.T. Vijaykarthigeyan Associate Professor, Faculty of Management, SRM Institute of Science and Technology, Kattankulathur, Tamil Nadu, India
    https://doi.org/10.14419/jzatrq05

    Received date: July 25, 2025

    Accepted date: July 31, 2025

    Published date: November 3, 2025

  • Voice Search; AI Assistants, Consumer Behavior; Financial Product Discovery & Digital Marketing; JEL Code: M31; O33, D91; G53 & M31‎.

  • Abstract

    This study investigates how voice search and AI assistants such as Alexa, Siri, and Google Assistant are transforming the way consumers ‎discover financial products like credit cards, loans, and investment services. With the growing use of conversational AI, this research ‎explores its influence on financial awareness, trust, and decision-making. A poll of 986 financial product users was held among India's ‎diverse population. The results show that 68.3% used voice assistants to search for financial services, and 44.5% have used them in the last ‎three months. Of the regular users, 62.1% learned about new financial products through voice search. A chi-square test showed that usage ‎frequency was significantly associated with product awareness (χ²=21.76, p < 0.01). Regression analysis revealed trust in AI ‎recommendations to strongly predict satisfaction (β=0.51, p < 0.001). The research identifies that voice search is convenient and quick, but ‎does implicate privacy and reliability. It determines that financial marketers need to optimize voice platform content and provide safe, ‎transparent, and personalized interactions to maximize consumer engagement and trust‎.

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  • How to Cite

    Chaturvedi, S. ., & Vijaykarthigeyan, D. K. . (2025). Voice Search and AI Assistants: Changing The Way Consumers ‎Discover Financial Products. International Journal of Accounting and Economics Studies, 12(SI-1), 472-478. https://doi.org/10.14419/jzatrq05