Abstract: This study examines how investors at ValueLabs, a technology-focused company, use artificial intelligence (AI) to influence their purchasing and selling decisions. The study investigates how individual investors use AI-based tools like algorithmic trading platforms, robo-advisors, and predictive analytics in their investment decisions as a result of AI's growing integration into financial markets. The study uses descriptive and correlation analysis to look at usage trends, perceived benefits, related risks, and the general dependability of AI tools. It is based on primary data that was gathered from 230 investors using structured questionnaires. The results show that a significant percentage of investors actively use AI, with the most common users being younger and mid-level professionals. AI is recognized for facilitating enhanced market trend analysis and quicker decision-making, both of which are essential for prompt investment decisions. Nevertheless, the study also reveals important user concerns, such as inadequate human oversight, lack of transparency, and data security. Interestingly, despite the widespread use of AI, most investors are hesitant to suggest these tools to novices because of their complexity and possible hazards. The study comes to the conclusion that although AI has improved efficiency and analytical capacity, which has improved individual trading behavior, overcoming significant obstacles is necessary for its successful integration into the investment process. Expanding its safe and efficient use will require raising system transparency, enhancing AI literacy, and creating tools that are easy to use for a range of investor types. By providing insights into actual investor perspectives in a technologically sophisticated corporate setting, this study adds to the expanding body of knowledge on artificial intelligence in financial markets.

Keywords: Artificial Intelligence (AI), Stock Trading, Robo-Advisors, ValueLabs Investors.

| DOI: 10.17148/IARJSET.2024.115117