Role of artificial intelligence (AI) in strengthening impact of behavioral factors on investment decision process of IT/ITES employee towards behavioral finance

The investment decision process of an investor involves collecting related information, analyzing the data, and
making choices. The transformative power of artificial intelligence (AI) has changed various sectors, including finance,
by completely improving investment analysis and prediction. This study tells the factors that influence the investment
decision-making of IT/ITES employees toward behavioral finance using AI. We conducted a survey of 142 IT/ITES
employees in Chennai. The research explains how artificial intelligence (AI) modifies the influence of behavior factors
(BF), including heuristics, market variables, and herding effects, on the process of making investment decisions as
assessed by CFA and SEM. Based on behavioral finance, the results show that behavior factors (BF) have a beneficial
impact on IT/ITES personnel' investment decision process (IDP). Consequently, by using AI-driven tools and
approaches, heuristics, herding effects, and market variables play important role in making informed judgments, thereby
altering investment outcomes. This study gives deeper understanding of how AI enhances and increases operational
insights for money fund managers, academics, stockbrokers, and investment advisors. These studies examine how AI
changes or modifies the impact of behavioral factors such as overconfidence, loss aversion, while it combines AI and
behavioral finance. Going along with the crowd when it comes to IT/ITES employees' investment decisions, which are
important for investors' investment decisions.
Keywords. Artificial Intelligence, Behavioral Finance, Herding Effect, Heuristics, Market Variables, Investment
Decision- Making (IDM).