ANALYSIS OF THE DIGITAL INVESTMENT PLATFORMS AND AI FINANCIAL ADVISORIES AMONG PUBLIC COMPANY EMPLOYEES IN CHENNAI

The evolution of financial technology has led to the increased adoption of digital investment platforms and AI-driven financial advisories, reshaping how individuals manage their investments.This study explores the factors influencing the adoption and perceived effectiveness of these technologies among employees of public companies in Chennai.By combining both digital investment platforms and AI-based financial advisories into a unified framework, the research identifies and analyzes five key independent variables -Accessibility & Ease of Use, AI Personalization & Recommendation Accuracy, Cost of Services, Financial Literacy Level, and Risk Appetite and their impact on the single dependent variable: Adoption and Perceived Effectiveness of Digital Investment Platforms and AI-Driven Financial Advisories.Data was collected through a structured questionnaire and analyzed using SPSS, employing correlation and regression techniques.The findings offer insights into user behavior, preferences, and the role of AI and digital tools in investment decisions, ultimately aiding stakeholders in enhancing the design and delivery of tech-enabled financial services.