Impact of AI Driven Financial Advisory Tools on Personal Investment Behaviour in Emerging Market

The rapid emergence of Artificial Intelligence (AI) in the financial services sector has transformed how individuals make investment decisions, particularly in emerging markets like India. This study looks into how retail investors' personal investing habits are affected by AI-driven financial advising tools. The main goal is to investigate the ways in which AI-powered investing platforms impact risk preferences, portfolio selections, and investment decisions. Additionally, the main elements influencing the acceptance and trust of these technologies will be identified. The study uses both primary and secondary data in a mixed-method approach.  The young investors between the ages of 20 and 30, who make up the most active and technologically proficient group of retail investors in India, will be given structured questionnaires to complete in order to gather primary data. To investigate the interactions between variables and find the underlying behavioural aspects driving adoption and trust, statistical approaches such factor analysis, structural equation modelling, and analysis of variance (ANOVA) will be used. It is anticipated that the results will shed light on how AI-based advisory tools might improve financial inclusion, encourage wise investment choices, and foster confidence in nascent fintech ecosystems.