Author(s)
Ms. ATHIRA V J
- ISSN (P): 3139-8464
- Manuscript ID: 140940
- Volume: 2
- Issue: 8
- Pages: 70–75
Subject Area: Other
Abstract
The rapid advancement of Artificial Intelligence (AI) has transformed the financial services industry by providing investors with AI-assisted financial advisory tools, including robo-advisors, predictive analytics, personalized investment recommendations, and intelligent portfolio management systems. These technologies have the potential to improve investment decision-making by enhancing access to financial information, reducing behavioral biases, and supporting data-driven investment strategies. However, empirical evidence on the effectiveness of AI-assisted financial advice among young investors in India remains limited, particularly in the context of emerging financial markets such as Coimbatore District. This study aims to examine the impact of AI-assisted financial advice on the investment decision quality of young investors. Specifically, it investigates the influence of AI-based financial advice on investment decision quality and explores the role of financial literacy, trust in AI, and perceived usefulness in shaping investment behavior. A descriptive and analytical research design will be adopted using primary data collected through a structured questionnaire from young investors aged 18–35 years in Coimbatore District. The data will be analyzed using descriptive statistics, reliability analysis, correlation, multiple regression, and Structural Equation Modelling (SEM) to validate the proposed conceptual framework. The findings are expected to provide valuable insights into the effectiveness of AI-driven financial advisory services in improving investment outcomes and promoting informed financial decision-making. The study will contribute to the growing literature on behavioral finance and financial technology (FinTech) while offering practical implications for financial institutions, fintech companies, policymakers, and investors seeking to leverage AI for better investment decisions.