A STUDY ON IMPACT OF ARTIFICIAL INTELLIGENCE IN INVESTORS' BEHAVIOUR IN MUMBAI

Artificial Intelligence (AI) has emerged as a transformative force in the financial sector, reshaping the way investors access information, evaluate risk, and make investment decisions. The integration of AI into financial services through robo-advisors, algorithm-based trading systems, and digital investment platforms has significantly altered traditional investment practices. This study aims to analyse the impact of Artificial Intelligence on the investment behaviour of investors in Mumbai, with specific focus on demographic variables such as age, gender, educational qualification, income level, and investment experience.

The study is based on primary data collected from 80 investors in Mumbai using a structured questionnaire. The data was analysed using the percentage method to examine behavioural patterns and relationships. The findings reveal that age, education, income, and investment experience significantly influence the adoption of AI-based investment tools, whereas gender does not have a notable impact. The study concludes that AI has enhanced efficiency, accuracy, and confidence in investment decision-making, particularly among educated and experienced investors, while also highlighting the importance of responsible and informed use of technology.