Beyond instinct: the influence of artificial intelligence on investment decision-making among Gen Z investors in emerging markets

Purpose In the modern financial landscape, Artificial Intelligence (AI) is gaining prominence, offering significant economic advantages. This research paper aims to investigate the impact of Behavioural Biases (BB) such as Overconfidence Bias (OCB), Fear of Missing Out (FOMO), Herding Bias (HB) and Regret Aversion Bias (RAB) on Investment Decision-Making (IDM). Additionally, it explores how the AI-led Adoption of Digital Advisory Services (ADAS) moderates these biases among Gen Z investors in India. Design/methodology/approach The study utilized a convenience sampling method, gathering 457 responses from Gen Z investors in India through an online survey questionnaire. The data was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings The results confirm a significant relationship between OCB, FOMO, HB and RAB on IDM. The study also found that ADAS significantly moderated the relationship between FOMO and IDM, as well as between HB and IDM. However, the moderation effect of ADAS was not supported for the relationships between OCB and IDM, and RAB and IDM. Practical implications This research offers valuable insights for academics, individual investors, fintech companies and policymakers. It highlights how behavioural biases affect IDM and underscores the importance of AI-enabled digital services in helping Gen Z investors recognize and manage these biases. Policymakers can use these insights to establish standards for AI use, ensuring regulatory compliance and promoting ethical conduct in AI-driven investment decisions. Originality/value The novelty of this study lies in its conceptual approach, particularly in examining the moderation role of ADAS in addressing behavioural biases among Gen Z investors.