The Role of Artificial Intelligence in Fintech Adoption

Artificial Intelligence (AI) has become a cornerstone in the growth of financial technology (fintech), revolutionizing how financial services are delivered and consumed. By leveraging AI, fintech companies in the Philippines and beyond have introduced faster, safer, and more personalized services, reshaping customer expectations and operational standards. AI-driven tools such as chatbots, predictive algorithms, and fraud detection systems have allowed businesses to enhance decision-making processes, automate customer support, and provide real-time financial advice. These innovations have made financial services not only more efficient but also significantly more accessible to a wider population.

At the World Economic Forum (WEF) 2025, GCash showcased the transformative power of AI in promoting financial inclusion. Through AI, GCash and similar platforms have been able to extend their reach to remote and underserved areas, offering millions of Filipinos access to essential financial services. This development highlights how AI contributes to creating a more inclusive financial ecosystem, ensuring that no one is left behind in the digital financial revolution.

Who Can Use These Topics

These research topics are ideal for students and professionals pursuing:

College Programs:

• BS in Financial Technology (FinTech)

• BS in Computer Science major in Artificial Intelligence

• BS in Information Systems

• BS in Business Analytics

• BS in Data Science and Analytics

• BS in Banking and Finance

• BS in Economics

• BS in Management Information Systems

Senior High School Strands:

• Accountancy, Business, and Management (ABM)

• Science, Technology, Engineering, and Mathematics (STEM)

• General Academic Strand (GAS)

Why This Topic Needs Research

Investigating AI in fintech adoption remains essential due to the following research gaps:

• Need for Longitudinal Insights: Current studies provided cross-sectional data but lacked longitudinal research that examines how user behaviors and attitudes towards AI-driven fintech evolve over time (Akhtar et al., 2024).

• Influence of Socialization Agents: While individual factors have been widely studied, the role of family, peers, and media in shaping AI fintech adoption behaviors remains underexplored (Akhtar et al., 2024).

• Impact of BigTech Disruption: Although fintechs and traditional financial institutions have been studied, there is a critical need to explore how BigTech firms might redefine financial ecosystems through AI (Zhang et al., 2021).

• Customer Loyalty and Broader Consumer Concerns: Research has yet to address how satisfaction with AI-driven decisions translates into long-term loyalty, and how issues like cybersecurity and data privacy affect trust in AI systems (Gonçalves et al., 2023).

• Regulatory and Ethical Considerations: As AI becomes embedded in risk management, more research is needed to evaluate the effectiveness of different AI algorithms and the adequacy of regulatory frameworks (Rolando & Mulyono, 2024).

• Cross-Industry Comparative Studies: While AI’s impact on banking has been analyzed, its adoption across other industries such as retail and consumer goods remains poorly understood (Lim & Parrocho, 2025).

• Financial Inclusion Focus: Although AI's role in enhancing financial services has been noted, its specific applications for bridging financial inclusion gaps among underserved communities in the Philippines demand deeper investigation (Quimba et al., 2021).
  

Feasibility & Challenges by Target Group

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References

Akhtar, M., Salman, A., Ghafoor, K. A., & Kamran, M. (2024). Artificial intelligence, financial services knowledge, government support, and user innovativeness: Exploring the moderated-mediated path to fintech adoption. Heliyon, 10(21).

Gonçalves, A. R., Breda Meira, A., Shuqair, S., & Costa Pinto, D. (2023). Artificial intelligence (AI) in FinTech decisions: The role of congruity and rejection sensitivity. International Journal of Bank Marketing, 41(6), 1282-1307.

Quimba, F. M. A., Barral, M. A. A., & Carlos, J. C. T. (2021). Analysis of the Fintech Landscape in the Philippines (No. 2021-29). PIDS Discussion Paper Series.

Rolando, B., & Mulyono, H. (2024). Managing Risks In Fintech: Applications And Challenges Of Artificial Intelligence-Based Risk Management. Economics and Business Journal (ECBIS), 2(3), 249-268.

Zhang, B. Z., Ashta, A., & Barton, M. E. (2021). Do FinTech and financial incumbents have different experiences and perspectives on the adoption of artificial intelligence?. Strategic Change, 30(3), 223-234.