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AI-Driven Behavioral Insights and FinTech Innovations Influencing Mutual Fund Investment Decisions: An Empirical Study

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Issue Abstract

Abstract

The mutual fund industry in India is undergoing a digital transformation driven by Artificial Intelligence (AI), FinTech innovations, and behavioral finance principles. This empirical study investigates how AI-powered digital finance tools influence investor behavior, decision-making, and satisfaction in mutual fund investments. Data is collected from 120 mutual fund investors through a structured questionnaire in Chennai. The study examines the impact of behavioral factors such as overconfidence, herd behavior, and risk perception, alongside the role of AI-based platforms and financial literacy in shaping investment choices. Using correlation and regression analysis, results indicate that AI-enabled investment platforms positively influence rational investment decisions and mitigate behavioral biases. FinTech accessibility, transparency, and AI-driven recommendations significantly improve investors’ confidence and perceived ease of investing. The study concludes that AI and FinTech jointly enhance sustainable investment behavior by promoting informed, data-driven decisions in mutual fund investments.

Keywords: Mutual Funds, Artificial Intelligence, Behavioral Finance, FinTech, Investment Decision, Digital Finance

Author Information
V. Sujata Research Scholar, Department of Commerce: Dr. M. Kamaladevi Associate Professor and Research Supervisor, Department of Commerce, St. Peter’s Institute of Higher Education and Research, Avadi.
Issue No
12
Volume No
5
Issue Publish Date
05 Dec 2025
Issue Pages
27-36

Issue References

References

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