Ixigo pushes voice payments via AI assistant TARA, but RBI rules block full automation

Ixigo plans voice-based payments for travel bookings through its AI assistant TARA, yet RBI's 2025 authentication rules still mandate human two-factor verification. NPCI's Unified Agent Protocol for agentic UPI payments leaves compliance and liability questions unresolved.

— Source publishedFri, 10 Jul, 2026, 13:52 IST·First seen Fri, 10 Jul, 2026, 14:10 IST·Source Medianama

What happened

ixigo · Ixigo plans voice-based payments for travel bookings via AI assistant TARA, but RBI's 2025 authentication rules require human two-factor verification.

Key facts

  • Rs 15,000 e-mandate cap
  • 4.35 million queries handled
  • 81% voice calls automated Q4 FY26
  • 90% calls automated Dec 2025
  • voice AI funding $2.71M 2021 to $13.9M 2025

Why this matters

NPCI's unresolved Unified Agent Protocol liability and compliance questions signal an emerging voice-payments category where early partnerships or acquisitions could lock in an agentic-UPI advantage.

What to watch

  • NPCI Unified Agent Protocol final spec with transaction caps and liability allocation
  • RBI clarification or exemption on agentic 2FA authentication
  • First fraud/dispute case involving AI-agent-initiated UPI payment
  • Competitor (MakeMyTrip/Cleartrip/PhonePe) launching voice or agentic payment flows
  • TARA conversion lift disclosure in FY27 earnings
  • Ixigo ships voice-to-checkout handoff with saved payment methods to minimize friction within 2FA limits
  • Lobby via industry bodies (NPCI/IAMAI) for travel-specific low-value agentic payment carve-outs
  • Reframe TARA metrics from automation % toward booking conversion and cost-per-support-call savings
  • Pilot pre-authorized mandates/auto-pay rails for recurring or low-ticket travel add-ons

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