Leveraging AI and behavioral economics to enhance decision-making

Neyyila, Saibabu and Neyyala, Chaitanya and Das, Saumendra (2025) Leveraging AI and behavioral economics to enhance decision-making. World Journal of Advanced Research and Reviews, 26 (2). pp. 1721-1730. ISSN 2581-9615

This research examines the integration of artificial intelligence (AI) within behavioral economics, specifically its impact on decision-making processes. Behavioral economics explores the psychological, cognitive, and emotional factors that influence economic choices, and AI offers innovative tools for analyzing, predicting, and shaping these decisions. The paper highlights recent advancements in AI technologies, such as machine learning, natural language processing, and predictive analytics, and their role in deepening our understanding of human economic behavior. It also investigates how AI-driven decision-making systems are affecting both individuals and organizations, with a focus on ethical considerations and practical applications. The study explores AI's transformative effect on decision-making in areas like digital markets and finance. Using India's e-cockpit and fintech sectors as examples, the research looks at AI’s role in pricing strategies, consumer decisions, and financial behavior. It demonstrates how businesses can enhance sales and customer engagement through behavioral nudges, dynamic pricing, and AI-based recommendation systems. The case study of Flipkart’s AI-powered recommendation engine shows a 30% increase in user engagement and a 25% boost in sales. However, challenges such as algorithmic bias, data privacy concerns, and the need for ethical transparency remain. The findings highlight that 58% of users are worried about algorithmic bias in financial decisions. The study calls for stronger data protection laws, greater human interpretability of AI models, and the responsible, ethical development of AI, urging future research to focus on explainable AI and equitable, transparent systems.