Harnessing AI-Driven Advertising in Financial Markets: Transforming Investment Strategies and Investor Behaviour

The accelerated adoption of Artificial Intelligence (AI) in financial marketing is revolutionizing the presentation, perception, and choice of investment products. This research investigates the effect of AI-based advertising on investor behaviour and decision-making, filling a crucial empirical gap in research on psychologicaland behavioural reactions to AI-driven financial promotions.Although AI use in financial services has accelerated, few scholarly efforts have been focused on elucidating how ad personalization, trust, and engagement affect investment outcomes.Based on five main objectives, this study examines the impacts of (1) ad personalization, (2) ad engagement, (3) trust in AI suggestions, (4) perceived usefulness of AI in the financial sector, and ( 5) perceived ease of use of AI applications on investor choice behaviour.Data were gathered from 330 participants through a structured questionnaire using a 5-point Likert scale.Reliability was established with Cronbach's Alpha scores higher than 0.85 for each variable.Employing multiple linear regression analysis in SPSS, the model explained 93.8% of investor decision-making variance (R = 0.938), showing a strong predictive relationship.The strongest predictors were perceived usefulness of AI ( = 1.229, p < 0.001) and trust in AI recommendations ( = 0.219, p < 0.001).Contrary to hypotheses, perceived ease of use had a negative effect ( = -0.662),which indicates that excessive complexity in AI tools can repel investment action.In summary, AI-based advertising greatly transforms investment strategies through a change in investor behaviour.The results provide practical recommendations for financial marketers and fintech producers to focus on user-friendly, reliable AI-enabled interfaces to improve investor interaction and decision-making.