International Journal of Marketing & Financial Management
Print ISSN : 2349 –2546
Online ISSN : 2348 –3954
Frequency : Half Yearly
Current Issue : Volume 14 , Issue 1
2026
Akshay Noel Lourd N
Akshay Noel Lourd N, Assistant Professor, Department of Commerce, Loyola College, Chennai 600034, India
DOI : https://doi.org/10.5281/zenodo.19006741 Page No : 24-33
Published Online : 2026-03-13
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ABSTRACT
This research applies data science and artificial intelligence (AI) approaches to explore the effects that fintech expertise and digital financial literacy have on the adoption and use of fintech services. Determining the impact that these factors have is the primary goal of this study endeavor. The purpose of this study is to shed more light on how fintech clients behave and make decisions. The study aims to provide a better understanding of how consumer behavior and decision-making are influenced by varying degrees of financial literacy and awareness of fintech innovations. This study makes use of machine learning algorithms and data analytics to investigate the critical features that either enable or hinder the use of fintech services. This provides information about customer preferences and the barriers impeding the uptake of fintech services. The study's findings suggest that there might be a direct relationship between fintech understanding, digital financial literacy, and efficient fintech platform use. Furthermore, the study indicates that artificial intelligence-driven efforts could improve financial literacy and streamline the provision of fintech services. The previously cited results highlight the need for focused training initiatives that encourage the use of financial technology, especially for groups in the financial industry with lower educational attainment levels. The research's conclusions greatly expand on our knowledge of how technology promotes consumer empowerment and financial inclusion.
Keywords: Digital financial literacy, fintech knowledge, fintech services, AI, data science, user engagement, financial technology
