The fast evolution of digital platform technologies and artificial intelligence has altered the way young investors receive financial information and make investments. Finfluencers - creators of financial information on social media, and AI financial assistants – technologies providing financial information have gained prominence and became significant sources of financial advice. This research paper is meant to examine the impact of finfluencers and AI financial assistants on young investors and understand the determinants that affect their preferences for one of the sources. Investment behavior, sources of financial information, trust, usage, and the impact of digital financial assistance on investment decisions are some of the areas which the study is focused on. Primary data will be gathered through a structured survey among young investors and students. The results of this research are meant to bring to light new preferences among young investors and determine whether the influence of human-generated financial advice is greater than the influence of AI financial advice. The findings further highlight the importance of understanding the relationship between demographic characteristics and investment-related behaviour. The study emphasizes that young investors should develop financial literacy and due diligence skills to assess the reliability of information received from both human influencers and AI-based tools. The findings provide insights into the changing preferences of young investors and the growing role of digital financial guidance in shaping investment decisions.
