• Dr Anamika Sharma

This study explores how Artificial Intelligence (AI) influences Investment Behaviour (IB). It finds that AI has both a direct impact on investment behaviour and an indirect influence. The research emphasizes that AI aware investors make more reflective decisions and that AI tools further support and shape this process. These findings highlight the growing importance of integrating both emotional and technological factors in financial decision-making. The study provides practical insights for investors, financial professionals, and policymakers aiming to optimize strategies in a tech-driven financial world. This research investigates the interconnected roles of Artificial Intelligence (AI) in shaping investment decisions within modern financial markets. As investment strategies evolve with technologies like algorithmic trading and robo-advisors, the study emphasizes the critical need to understand how human emotional insight and machine-driven analytics interact.

Key Words: Artificial Intelligence (AI), Investment Behaviour (IB), Algorithmic trading, Robo-Advisors.

"Impact of AI on Investment Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.c361-c366, May-2025, Available :http://www.jetir.org/papers/JETIR2505244.pdf

"Impact of AI on Investment Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppc361-c366, May-2025, Available at : http://www.jetir.org/papers/JETIR2505244.pdf