The Advent of AI-Driven Finfluencers and Automation in Financial Supervision

T. Venkatesan; Asep Muhamad Ramdan; A. Stephen

doi:10.56741/IISTR.jmsd.001997

Authors

T. Venkatesan
proftvv@gmail.com
Knowledge Institute of Technology
Asep Muhamad Ramdan Universitas Muhammadiyah Sukabumi
A. Stephen Knowledge Institute of Technology

DOI:

https://doi.org/10.56741/IISTR.jmsd.001997

Keywords:

AI Applications in Finance, AI Finfluencers, Finfluencer Phenomenon, Finfluencer Streams, Investor Journey

Abstract

Over the past two decades, artificial intelligence (AI) has experienced rapid development and has been increasingly applied across various sectors, including finance. Alongside this technological advancement, a growing body of research has examined the use of AI-driven tools in financial services, particularly the emergence of finance influencers, commonly referred to as “finfluencers.” These actors leverage AI technologies to deliver personalized financial insights, automated investment advice, and real-time market analysis to a broad and diverse audience. AI-enabled finfluencer platforms offer advantages such as accessibility, continuous availability, data-driven recommendations, and enhanced monitoring of market trends, which appeal to investors seeking timely and customized financial guidance. However, the integration of AI and finfluencers also raises concerns related to reliability, ethical considerations, regulatory oversight, and decision-making accountability. This study aims to examine key AI applications in the financial sector, identify major finfluencer models and collaboration patterns, and discuss their implications for financial advisory practices. The paper further outlines future research directions to support responsible and effective AI-driven financial advisory systems.

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Author Biographies

T. Venkatesan, Knowledge Institute of Technology

is an Associate Professor and Head of the Department of Management Studies at Knowledge Institute of Technology (MBA@KIOT), Salem, Tamil Nadu, India. He has over 17 years of experience in teaching, research, and academic leadership. He holds a Ph.D. in Finance and specializes in financial management, corporate finance, banking, and investment analysis, with publications in reputed national and international journals. (email: proftvv@gmail.com).

Asep Muhamad Ramdan, Universitas Muhammadiyah Sukabumi

is a lecturer at the Universitas Muhammadiyah Sukabumi, Indonesia, specializing in management and marketing studies. His research focuses on omnichannel marketing, market orientation, digital literacy, and consumer behavior in the digital marketplace. He has published widely on topics such as social media marketing, brand trust, and MSME marketing performance in national journals. (email: amr37ramdan@ummi.ac.id).

A. Stephen, Knowledge Institute of Technology

is the Director of the Knowledge Business School Salem, India. His research focuses on human resource management, financial literacy, and consumer behavior. He has published studies on credit card promotion schemes, challenges faced by women entrepreneurs, and financial literacy among young people in Tamil Nadu, contributing to social science and management research. (email: directorkbs@kiot.ac.in).

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