NOLEGEIN Journal of Operations Research & Management
AI-Driven Behavioral Insights and Neuro-Based Decision Modeling in Fintech marketing – A Study
Abstract
This study examines the transformation of fintech marketing in India through the integration of artificial intelligence (AI)-driven behavioral insights and neuro-based decision modeling. As digital financial services expand rapidly, understanding consumer decision-making processes has become critical for designing effective marketing strategies. The research employs a primary data-driven approach, collecting responses from fintech users across diverse demographic segments to analyze behavioral patterns, cognitive biases, and emotional triggers influencing financial decisions. Advanced analytical techniques, including predictive modeling and behavioral segmentation, are used to interpret the data. The findings reveal that AI-enabled personalization, trust signals, and cognitive ease significantly influence user adoption and engagement with fintech platforms. Neuro-based insights further demonstrate the role of heuristics, risk perception, and reward sensitivity in shaping financial choices. The study contributes to the evolving discourse on sustainable and intelligent business strategies by highlighting how fintech firms can align technological capabilities with human decision frameworks. It offers practical implications for marketers to design ethically responsible, customer-centric strategies that enhance financial inclusion while ensuring long-term sustainability in India’s dynamic digital ecosystem.Keywords
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