AN EMPIRICAL STUDY ON ROLE OF ARTIFICIAL INTELLIGENCE IN INVESTMENT DECISION MAKING

The advancement of technology has entered in every arena health, education, Finance, entertainment etc. Magnifi, Nvidia. Broadcom etc. are AI tools in the investment arena. Investors do invest in fixed deposit, gold, real estate, mutual funds, Stocks , derivatives .The implication of AI helps Investors to take right decision of selection and adoption of investment strategies. The study has been conducted empirical research considering 150 people from Mumbai City. It study wanted to know the role of AI in investment decision making and how far Investors are aware about available AI tools in investment. The result shows, r=-1, proving Awareness of AI among investors does not fosters the adoption of AI in investment decision making. The prominent reason of non-adoption of AI in investment are lack of confidence, lack of guidance, fear of getting data hacked. It is advisable to government & non-govt agencies to conduct campaign of AI usage and must keep 24*7 help desk to tackle difficulties faced by users. Keywords: Artificial Intelligence (AI), Investment decision, AI Investment Apps, Investment avenues.