Marta Meldere, Ieva Andersone

Proceedings of the 29th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2025, pp. 220-227 (2025); https://doi.org/10.54808/WMSCI2025.01.220

Marta Meldere
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Ieva Andersone
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Meldere, M., Andersone, I. (2025). Assessment of the Impact of Artificial Intelligence Tools on Consumer Behaviour in the FinTech Industry. In N. Callaos, E. Gaile-Sarkane, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 29th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2025, pp. 220-227. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/WMSCI2025.01.220

The research aims to investigate the impact of MI tools on consumer satisfaction in the FinTech industry, assess the relationship between satisfaction and loyalty, and develop recommendations and conclusions for developing MI solutions and their impact on consumer satisfaction and loyalty. Research includes a literature review of FinTech, MI industry issues, loyalty and satisfaction theories, concepts, measurement methods, and factors influencing satisfaction and loyalty. The study's novelty derives from its empirical approach, which analyses the impact of AI tools on consumer loyalty and satisfaction in the Fintech sector, considering individual differences such as age, digital skills, and level of trust. Thus, a people-centred and action-oriented perspective is added to the existing innovation-oriented scientific literature, contributing theoretically and practically to the evolution of FinTech today.