THE IMPACT OF ARTIFICIAL INTELLIGENCE RECOMMENDATIONS ON INDIVIDUAL INVESTOR DECISIONS

Purpose- Although artificial intelligence technology is a new technology, it affects every aspect of our lives by finding a very fast field of activity. Artificial intelligence technology, which also shows its effect in the field of finance, is seen to have many applications. There are many alternatives in the investment markets, it will take a long time to make a profit in the markets and a certain amount of knowledge is required. People cannot master the data in all markets when they will invest, but technological developments provide the opportunity to invest by storing each data or observing their changes. This study aims to investigate the effects of artificial intelligence technology on individual investor decisions. Methodology- The study consists of individual investors who live in Diyarbakır province and generally make investments. The questionnaire prepared in accordance with the scope of the study was applied to 1800 participants using face-to-face survey method. The 22 statements prepared in accordance with the scope of the study were applied to the participants. The questionnaires that 1616 participants answered correctly and accurately were included in the scope of the study. In order to ensure the reliability of the study statements, Cronbach's Alpha was calculated and this rate was determined as 91%. The answers given to the study statements were transferred to the tables as a result of the analyses. The transferred information was tried to be interpreted. In addition, frequency tables, t-test and anaova analysis were used in the analysis of the study data. Findings- Thanks to artificial intelligence algorithms, which is one of this technology, it analyses the data in the market and enables the investor who wants to invest to trade in the market by giving buy and sell orders. Thus, artificial intelligence technology allows the investor to make more profitable investments by guiding the investor. Conclusion- As a result, it is possible to say that the individual investors participating in the research do not have sufficient knowledge about artificial intelligence technologies, but they have an interest in investing using artificial intelligence technologies. In addition, it has been determined that the older the age, the lower the education level, the higher the income level and the married investors are insecure about investing using artificial intelligence technology.