AI-DRIVEN CUSTOMER EXPERIENCE: BALANCING EFFICIENCY AND HUMAN TOUCH IN THE FINTECH INDUSTRY

Artificial Intelligence (AI) is changing the way financial services are provided and used, which is revolutionising the fintech sector. AI is affecting consumer relationships, trust, and service quality in addition to increasing operational efficiency. This study examines how financial companies strike a balance between human customer support and automated AI solutions. It highlights three important observations based on recent studies and industry data from 2021 to 2026. First, clients rely on human assistance for complicated financial decisions but prefer AI for simple transactions. Second, customer satisfaction and trust are strongly influenced by impressions of warmth and competence. Third, businesses that use hybrid service models-which blend human knowledge and AI capabilities-achieve better customer experience results. Future research prospects in ethical AI, customer behaviour, and long-term service performance are also highlighted in this paper.