HUMAN-CENTRED AI IN FINTECH: DEVELOPING A USER EXPERIENCE (UX) RESEARCH FRAMEWORK FOR FINANCIAL SERVICES

Abstract

Human-Centered AI (HCAI) is a technology that can facilitate better user experience (UX) through the prioritization of user satisfaction, usability, and trust with FinTech platforms. The purpose of the study is to work out the comprehensive UX research framework of HCAI in the financial services sector. The model focuses on harmonizing AI technologies with human values, as well as making AI-based financial services transparent, fair, and inclusive. This study compares HCAI systems to traditional AI systems by assessing the role of each system on user satisfaction, accessibility, and trust to evaluate their effects on user satisfaction, accessibility, and trust using a blend of empirical research, survey, usability test, and interaction analytics. The results indicate a high superiority of HCAI systems over traditional AI systems resulting in an increase of user satisfaction, usability, and trust. This is the fact because HCAI is ethically designed on the principles of transparency, user control and fairness and therefore increases user trust and interest in it. Nevertheless, the research also concludes that although HCAI features are essential in enhancing user experience, other variables, including the level of digital literacy, socio-economic status, and previous exposure to FinTech, also affect user perceptions. The study adds to the current literature on AI in FinTech that suggests both practical solutions to designers, developers and service providers to design user-centred, transparent and ethical AI systems. The relevance of the study is that it helps inform the FinTech firms on how to create AI-based solutions that are effective, as well as reliable and affordable in a developing economy such as that of Pakistan.