Assessing the Transformative Role of Artificial Intelligence in Financial Services: A Systematic Review and Implications for Future Research

ABSTRACT This review investigates the transformation of the financial services sector through the implementation of artificial intelligence (AI). The study employed a TCCM framework based systematic literature review integrated with content analysis to extract meaningful insights from 96 articles published between 2010 and 2024. Drawing upon the emerging literature on AI‐enabled significant transformation in the financial industry, the study identifies four themes: (1) leveraging algorithms for enhanced business decision‐making and fraud detection, (2) predictive analytics in financial decision‐making, (3) AI‐driven robo‐advising and personalized financial services, and (4) challenges surrounding compliance and trust. We also trace the evolution of AI adoption in finance, highlighting a significant acceleration in implementation. While AI has transformed areas such as trading, credit scoring, and customer support, challenges remain in the areas of using AI ethically, data privacy, and regulatory compliance. Our findings reveal a noticeable absence of robust theoretical frameworks in existing research. To address these gaps, we propose future research directions, including exploring novel theories such as Prospect Theory, utilizing data governance frameworks to expand the geographical scope beyond major markets. This review provides a comprehensive analysis of AI's influence on the financial services sector and offers recommendations for future research in this rapidly evolving field.