ARTIFICIAL INTELLIGENCE AS A DRIVER OF CHANGES IN THE BEHAVIOR OF PARTICIPANTS IN FINANCIAL RELATIONS
DOI:
https://doi.org/10.32782/2617-5940.1.2026.8Keywords:
behavioral finance, behavior of participants in financial relations, digitalization, financial system, financial behavior, artificial intelligence, cybersecurity, financial risks, behavioral finance, digitalizationAbstract
The article provides a comprehensive analysis of the impact of artificial intelligence (AI) implementation on the financial behavior of participants in financial relations in particular, and the financial sector in general. AI is considered a key element of the digital economy structure, which is essential for the development of global investment initiatives. Various forms of AI implementation are analyzed—from simple digital tools to complex systems capable of learning and “reasoning,” which highlights its role as a significant component of the digital economy. AI is characterized as a comprehensive resource that contributes to the economic growth of participants in financial relations and enhances their security at different levels. It is established that the application of artificial intelligence in the financial sector is viewed as a promising tool for addressing a wide range of economic and financial challenges, as it improves business processes, increases security, and minimizes risks. Particular attention is paid to the transformations that AI brings to the interaction between financial institutions and clients, changing service approaches and significantly increasing user satisfaction and engagement through service personalization. Both advantages and potential negative consequences of AI use are considered, including threats to national and financial security due to cyberattacks, the risk of losing control over ongoing financial operations, and job reduction caused by process automation. The scientific novelty lies in the integration of institutional, behavioral, and financial-technological approaches to analyzing the impact of artificial intelligence on subjects of the financial system. The practical significance of the results lies in their potential use by financial institutions, regulators, and government bodies in developing digital transformation strategies. It is generalized that artificial intelligence significantly transforms approaches to financial activities. Its implementation not only simplifies and improves information processing but also increases the accuracy of managerial decisions and overall management efficiency.
References
Tversky A., Kahneman D. The framing of decisions and the psychology of choice. Environmental Impact Assessment, Technology Assessment, and Risk Analysis. Springer, Berlin, Heidelberg, 1985. P. 107–129. DOI: https://doi.org/10.1007/978-3-642-70634-9_6
Thaler R. H., Shefrin H. M. An economic theory of self-control. Journal of Political Economy, 1981, № 89 (2), P. 392–406. DOI: https://doi.org/10.1086/260971
World Economic Forum. AI in Financial Services. Geneva: WEF, 2024. URL: https://www.weforum.org/reports/ai-in-financial-services
Yin Shi, Xiaoni Li. A bibliometric study on intelligent techniques of bankruptcy prediction for corporate firms. Heliyon. 2019. Vol. 5, Issue 12. DOI: https://doi.org/10.1016/j.heliyon.2019.e02997
Kou G., Chao, X., Peng Y., Alsaadi F. E., & Herrera-Viedma, E. Machine learning methods for systemic risk analysis in financial sectors. Technological and Economic Development of Economy. 2019. Vol. 25(5). Р. 716–742. DOI: https://doi.org/10.3846/tede.2019.8740
Бабенко-Левада В. Г., Ковернінська Ю. В., Чикалюк М. М. Вплив штучного інтелекту на інновації у фінансовому секторі України у 2024 році. Актуальні питання економічних наук. 2024. Вип. 3–4. URL: https://a-economics.com.ua/index.php/home/article/view/25/25
Лампропулос С. Д., Танасас Г. Л., Контогеорга Г. Н. Виявлення шахрайства в банківських транзакціях з використанням штучного інтелекту та анонімізованих даних. Журнал європейської економіки. 2025. № 4 (24). С. 77–98. URL : https://jeej.wunu.edu.ua/index.php/ukjee/article/view/1904/1842
Асоціація українських банків. ШІ змінює фінансову сферу: як банки використовують нові технології. 2025. URL: https://aub.org.ua/104/ekspertna-dumka/30425-shi-zminiuie-finansovu-sferu-iak-banky-vykorystovuiut-novi-tekhnolohii
Козьменков М. Г. Використання штучного інтелекту в фінансових установах в Україні: можливості та виклики для екосистеми онлайн сервісів. Проблеми сучасних трансформацій. Серія: економіка та управління. 2025. № 19. DOI: https://doi.org/10.54929/2786-5738-2025-19-04-04
Добрянська Н. Б. Оптимізація фінансової поведінки вітчизняних домогосподарств на внутрішньому ринку державних запозичень України в реаліях сьогодення. Збірник наукових праць Державного податкового університету. 2024. No 2. С. 14–21. DOI: https://doi.org/10.32782/2617-5940.2.2024.3
Павлюченко Д. М. Вплив штучного інтелекту та машинного навчання набанківські послуги. Академічні візії. 2024. № 32. DOI: https://doi.org/10.5281/zenodo.12936652
Чорновол А. О., Гончарук Я. М., Хелемендик Є. І., Кисилиця С. О. Використання штучного інтелекту в управлінні фінансовими ризиками банків і страхових компаній. Актуальні питання економічних наук. 2024. С. 1–8. DOI: https://doi.org/10.5281/zenodo.14887306
Tversky, A., Kahneman, D. (1985) The framing of decisions and the psychology of choice. Environmental Impact Assessment, Technology Assessment, and Risk Analysis. Springer, Berlin, Heidelberg. pp. 107–129. DOI: https://doi.org/10.1007/978-3-642-70634-9_6 DOI: https://doi.org/10.1007/978-3-642-70634-9_6
Thaler, R. H., Shefrin, H. M. (1981). An economic theory of self-control. Journal of Political Economy, no. 89 (2), pp. 392-406. DOI: https://doi.org/10.1086/260971 DOI: https://doi.org/10.1086/260971
World Economic Forum (2024) AI in Financial Services. Geneva: WEF Available at: https://www.weforum.org/reports/ai-in-financial-services
Yin Shi, Xiaoni Li. (2019) A bibliometric study on intelligent techniques of bankruptcy prediction for corporate firms. Heliyon. vol. 5, issue 12. DOI: https://doi.org/10.1016/j.heliyon.2019.e02997 DOI: https://doi.org/10.1016/j.heliyon.2019.e02997
Kou G., Chao, X., Peng Y., Alsaadi F. E., & Herrera-Viedma, E. (2019) Machine learning methods for systemic risk analysis in financial sectors. Technological and Economic Development of Economy. vol. 25(5). pр. 716-742. DOI: https://doi.org/10.3846/tede.2019.8740 DOI: https://doi.org/10.3846/tede.2019.8740
Babenko-Levada, V. H., Koverninska, Yu. V., Chykaliuk, M. M. (2024) Vplyv shtuchnoho intelektu na innovatsii u finansovomu sektori Ukrainy u 2024 rotsi [The impact of artificial intelligence on innovations in the financial sector of Ukraine in 2024]. Aktualni pytannia ekonomichnykh nauk - Current issues in economic sciences. vol. 3-4. Available at: https://a-economics.com.ua/index.php/home/article/view/25/25 (in Ukrainian)
Lampropoulos, S. D., Tanasas, G. L., & Kontogeorga, G. N. (2025). Vyiavlennia shakhraistva v bankivskykh tranzaktsiiakh z vykorystanniam shtuchnoho intelektu ta anonimizovanykh danykh [Fraud detection in banking transactions using artificial intelligence and anonymized data]. Zhurnal yevropeiskoi ekonomiky, no. 4(24), pp. 77–98. Available at: https://jeej.wunu.edu.ua/index.php/ukjee/article/view/1904/1842 (in Ukrainian)
Association of Ukrainian Banks (2025) ShI zminiuie finansovu sferu: yak banky vykorystovuiut novi tekhnolohii [AI transforms the financial sector: how banks use new technologies]. Available at: https://aub.org.ua/104/ekspertna-dumka/30425-shi-zminiuie-finansovu-sferu-iak-banky-vykorystovuiut-novi-tekhnolohii (in Ukrainian)
Kozmenkov M. H. (2025) Vykorystannia shtuchnoho intelektu v finansovykh ustanovakh v Ukraini: mozhlyvosti ta vyklyky dlia ekosystemy onlain servisiv [The use of artificial intelligence in financial institutions in Ukraine: opportunities and challenges for the online services ecosystem]. Problemy suchasnykh transformatsii. Seriia: ekonomika ta upravlinnia, vol. 19. DOI: https://doi.org/10.54929/2786-5738-2025-19-04-04 (in Ukrainian) DOI: https://doi.org/10.54929/2786-5738-2025-19-04-04
Dobrianska, N. (2024) Optymizatsiia finansovoi povedinky vitchyznianykh domohospodarstv na vnutrishnomu rynku derzhavnykh zapozychen Ukrainy v realiiakh siohodennia [Optimization of financial behavior of domestic households in the domestic market of government borrowing of Ukraine in current conditions]. Collection of Scientific Works of the State Tax University. no. 2. pp. 14–21. DOI: https://doi.org/10.32782/2617-5940.2.2024.3 (in Ukrainian) DOI: https://doi.org/10.32782/2617-5940.2.2024.3
Pavliuchenko, D. M. (2024). Vplyv shtuchnoho intelektu ta mashynnoho navchannia na bankivski posluhy [Impact of artificial intelligence and machine learning on banking services]. Akademichni vizii, no. 32. DOI: https://doi.org/10.5281/zenodo.12936652 (in Ukrainian)
Chornovol A. O., Honcharuk Ya. M., Khelemyndyk Ye. I., Kysylytsia S. O. (2024) Vykorystannia shtuchnoho intelektu v upravlinni finansovymy ryzykamy bankiv i strakhovykh kompanii [Use of artificial intelligence in financial risk management of banks and insurance companies]. Aktualni pytannia ekonomichnykh nauk, pp. 1-8. DOI: https://doi.org/10.5281/zenodo.14887306 (in Ukrainian)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Наталія Добрянська
This work is licensed under a Creative Commons Attribution 4.0 International License.
