Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 1
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Artificial Intelligence in Financial Services: Enhancing Efficiency and Customer Experience in Rural Odisha

Author(s) Dr. Ramakrushna Nayakam, Mr. Kanhu Charan Purty
Country India
Abstract Artificial Intelligence (AI) is transforming financial services globally by enabling automation, personalization, and efficiency in service delivery. In India, rural regions such as Odisha face challenges like limited financial literacy, low digital adoption, and infrastructure barriers. AI-driven tools offer opportunities to improve customer experiences, enhance service efficiency, and ensure inclusive financial growth. This study examines the role of AI in financial services with a specific focus on rural Odisha. Using primary data collected from 400 respondents across Koraput, Malkangiri, and Rayagada districts, the study evaluates how AI applications such as chatbots, predictive analytics, fraud detection, and digital credit scoring influence customer satisfaction and efficiency. Data were analyzed using SAS software through descriptive statistics, factor analysis, regression modeling, and hypothesis testing. Results indicate that AI significantly enhances financial accessibility, service delivery speed, and customer trust. However, gaps remain in digital literacy, awareness, and infrastructural support. The study concludes that AI adoption in rural Odisha financial services requires a balanced approach combining technology, human support, and awareness campaigns. Policy recommendations emphasize financial literacy programs, infrastructure development, and localized AI applications to foster sustainable rural financial inclusion.
Keywords Artificial Intelligence, Financial Services, Rural Odisha, SAS, Customer Experience, Efficiency
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-01-16
DOI https://doi.org/10.63363/aijfr.2026.v07i01.2948
Short DOI https://doi.org/hbk6z4
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