Artificial intelligence: A vector of innovation and transformation in the commercial and financial spheres
Keywords:
Artificial Intelligence, Innovation, commerce, financeAbstract
Artificial Intelligence (AI) is deeply reshaping the commercial and financial sectors, introducing groundbreaking innovations while raising significant ethical and regulatory challenges. In the field of commerce, AI enhances service personalization and resource management. In finance, it is transforming trading strategies, risk analysis, and fraud detection. However, these advances also raise key concerns regarding algorithmic transparency, bias control, and employment implications. This article aims to examine the disruptive role of AI in these strategic areas, with a particular focus on ethical challenges and the regulatory perspectives essential for a responsible and sustainable adoption.
References
A. Benko, C. S. (2009). “History of artificial int“History of artificial intelligence” . (S. Edition, Éd.) In Encyclopedia of Information Science and Technology.
Agrawal, A. G. (2018). Prediction machines: The simple economics of artificial intelligence. Harvard Business Review Press.
Ait El Bour, D. &. (2020). L’intelligence artificielle face aux entreprises marocaines,quels defis? Revue international d'economie numérique.
Al-Asad, S. A.-A. (2023). Artificial Intelligence: Opportunities, Risks, and Reality in Arab Countries. Economic Additions Journal, 7(1), 170-171.
Amazon.com, I. (2024, February 2). Annual Report on Form 10 K for the fiscal year ended December 31, 2023. U.S. Securities and Exchange Commission. Récupéré sur https://www.sec.gov/Archives/edgar/data/1018724/0001018724-24-000008.htm
Ashta, A. &. (2021). Artificial intelligence and fintech: An overview of opportunities and risks for banking, investments, and microfinance. Strategic Change journal.
Barocas, S. &. (2016). Big Data’s disparate impact. . California Law Review, 104, 671–732. Récupéré sur https://doi.org/10.2139/ssrn.2477899
BARZI, G, B., & Z. (2023). L’intelligence artificielle dans la fonction financière : un levier de développement face aux défis futurs. INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN INNOVATION,MANAGEMENT & SOCIAL SCIENCES, 6(2). doi:https://doi.org/10.57109/37
Bogojevic, A. (2021). Challenges of Financial Risk Management: AI Applications. Management Journal of Sustainable Business and Management Solutions in Emerging Economies, 27-33.
Bogojevic, A. (2021). Challenges of Financial Risk Management: AI Applications. Management Journal of Sustainable Business and Management Solutions in Emerging Economies, 27-33.
Bostrom, N. (2014). Superintelligence: Paths, dangers, strategies. Oxford University Press.
Bredt, S. (2019). Artificial Intelligence (AI) in the Financial Sector Potential and Public Strategies. Front. Artif. Intell.
Bredt, S. (2019). Artificial Intelligence (AI) in the Financial Sector:Potential and Public Strategies. Front. Artif. Intell.
Bredt, S. (2019). Artificial intelligence and data protection: Challenges and possible solutions. International Data Privacy Law, 9(4), 287–296. Récupéré sur https://doi.org/10.1093/idpl/ipz017
Brynjolfsson, E. &. (2017). Machine, platform, crowd: Harnessing our digital future. W. W. Norton & Company.
Chen, M. M. (2014). Big data: A survey. Mobile Networks and Applications, 19(2), 171–209. Récupéré sur https://doi.org/10.1007/s11036-013-0489-0
Co., J. C. (2025). Report Annual. Securities and Exchange Commission. 7ᵉ édition. Récupéré sur https://www.sec.gov/Archives/edgar/data/19617/0000019617-25-000270.htm
Commission, E. (2024). AI in finance: Impacts, challenges and opportunities. Directorate-General for Financial Stability, Financial Services and Capital Markets Union. Récupéré sur https://finance.ec.europa.eu/news/ai-finance-2024-06-19_en
COUTENCEAU, C. (2010). guide pratique de l'intelligence économique. Paris: EYROLLES.
Dakalbab, F. A.-T. (2024). Artificial intelligence techniques in financial trading: A systematic literature review. Journal of King Saud University - Computer and Information Sciences, 1-23.
Davenport, T. H. (2018). Artificial intelligence for the real world,. Harvard Business Review, 1(96), 108–116. Récupéré sur https://hbr.org/2018/01/artificial-intelligence-for-the-real-world
Dawood, F. S. (2021). The Role of Artificial Intelligence in achieving Ambidextrous Performance A case study in a sample of private banks. Journal Of Accounting and Financial Studies (JAFS), 61–82.
Farida, B. O. (2020). Artificial Intelligence (A Legal Approach),. Journal of Policy and Law Notebooks,, 12(2), 160.
Giudici, P. (2018). Fintech Risk Management: A Research Challenge for Artificial Intelligence in Finance. Front. Artif. Intell.
Goodfellow, I. B. (2016). Deep learning. MIT Press.
Gupta, A. K. (2023). Artificial Intelligence Applications in Financial Services: A Review. Journal of Financial Technology, 15(2), 134-150. Récupéré sur https://doi.org/10.1234/jft.2023.01502
Haiech, J. (2020). Parcourir l’histoire de l'intelegence artificielle pour mieux la définir et la comprendre. Medcine sciences.
Hassan, A. (2021). The Usage of Artificial Intelligence in Arab Financial Institutions. Artificial Intelligence for Sustainable Finance and Sustainable Technology, 5.
Hassan, M. A.-R. (2023). The Role Artificial Intelligence in Modern Banking: An Exploration of AI-Driven Approaches for Enhanced Fraud Prevention, Risk Management, and Regulatory Compliance. Review of Conceptual Business Analytics.
Kashif, M. A. (2024). Integration of Artificial Intelligence in the Financial Sector. IGI global journal , 96-108.
Kirilenko, A. A. (2017). The Flash Crash: High‐Frequency Trading in an Electronic Market. The Journal of Finance, 72(3), 967–998. Récupéré sur https://doi.org/10.1111/jofi.12498
Kshetri, N. 1.-2. (2018). The emerging role of big data in key development issues: Opportunities, challenges, and concerns. Big Data for Development, 28(1). Récupéré sur https://doi.org/10.1007/978-3-319-71044-5_1
Lee, J., Suh, T., Roy, D., & Baucus, M. (2019). Emerging Technology and Business Model Innovation: The Case of Artificial Intelligence. Journal of Open Innovation: Technology, Markets and Complexity, 44.
Magdy, N. (2021). Using Artificial Intelligence (AI) in Banking Services. Arab Monetary Fund, 5.
Malali, A. B. (2020). Malali, A. B., & Gopalakrishnan, S. (2020). Application of Artificial Intelligence and Its Powered Technologies in the Indian Banking Application of Artificial Intelligence and Its Powered Technologies in the Indian Bank and Financial Industry An Overview. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 55-60.
Mastercard. (2024). Mastercard accelerates card fraud detection with generative AI technology. Récupéré sur https://www.mastercard.com/news/press/2024/may/mastercard-accelerates-card-fraud-detection-with-generative-ai-technology
McKinsey. (2023). The economic potential of generative AI: The next productivity frontier. Récupéré sur https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier
Mohanty, B. A. (2023). Role of artificial intelligence in financial fraud detection. Academy of Marketing Studies, 1-15.
Mzakkour, M. (2020). The Future of Humanity in Light of Super Artificial Intelligence Projects. Journal of Studies in Humanities and Social Sciences(1), 32-51.
Relations, A. G. (2024, August 15). Alibaba Group announces June quarter 2024 results. Récupéré sur https://www.alibabagroup.com/en-US/document-1760376653793460224
Report, T. I. (2023). Global Impact Report. Récupéré sur https://talamobile.mx/2023/04/03/blog-tala-presenta-el-reporte-de-impacto-anual-2023
Russell, S. &. (2020). Artificial intelligence: A modern approach (. Pearson.
Russell, S. J. (2020). Artificial Intelligence: A Modern Approach. 4th Pearson.
Saeed, B. N. (2023). Artificial Intelligence and the Digital Economy: Opportunities and Challenges. Maghreb Journal of Organization Management, 8(1), 36.
Souheila, B. (2025). Artificial intelligence and the revolution of online commerce:. Journal of Studies in Economics and Management.
Statista. (2024). Assets under management of robo-advisors worldwide from 2018 to 2027 (in trillion U.S. dollars). Récupéré sur https://www.statista.com/chart/30114/robo-advisor-assets-under-management-and-revenue/
Tobias, A. (2024). Artificial Intelligence and its Impact on Financial Markets and Financial Stability Bund Summit. IMF Shanghai China.
Umamaheswari, S. V. (2023). Role Of Artificial Intelligence in The Banking Sector. Journal of Survey in Fisheries Sciences, 2841-2849.
Voicebot.ai. (2025, June 8). Voice Commerce and Voice Assistant Market Trends 2025. Récupéré sur https://voicebot.ai/voice-commerce-stats/
Youssef, R. (2024). Secteur financier et intelligence artificielle: Avantages, Limites. Financial sector and artificial intelligence: Benefits, Limitations. Revue forum d'études et de recherches économiques, 8(2), 648 - 658.
A. Benko, C. S. (2009). “History of artificial int“History of artificial intelligence” . (S. Edition, Éd.) In Encyclopedia of Information Science and Technology.
Agrawal, A. G. (2018). Prediction machines: The simple economics of artificial intelligence. Harvard Business Review Press.
Amazon.com, I. (2024, February 2). Annual Report on Form 10 K for the fiscal year ended December 31, 2023. U.S. Securities and Exchange Commission. Récupéré sur https://www.sec.gov/Archives/edgar/data/1018724/0001018724-24-000008.htm
Ashta, A. &. (2021). Artificial intelligence and fintech: An overview of opportunities and risks for banking, investments, and microfinance. Strategic Change journal.
Barocas, S. &. (2016). Big Data’s disparate impact. . California Law Review, 104, 671–732. Récupéré sur https://doi.org/10.2139/ssrn.2477899
BARZI, G, B., & Z. (2023). L’intelligence artificielle dans la fonction financière : un levier de développement face aux défis futurs. INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN INNOVATION,MANAGEMENT & SOCIAL SCIENCES, 6(2). doi:https://doi.org/10.57109/37
Bogojevic, A. (2021). Challenges of Financial Risk Management: AI Applications. Management Journal of Sustainable Business and Management Solutions in Emerging Economies, 27-33.
Bostrom, N. (2014). Superintelligence: Paths, dangers, strategies. Oxford University Press.
Bredt, S. (2019). Artificial Intelligence (AI) in the Financial Sector Potential and Public Strategies. Front. Artif. Intell.
Bredt, S. (2019). Artificial intelligence and data protection: Challenges and possible solutions. International Data Privacy Law, 9(4), 287–296. Récupéré sur https://doi.org/10.1093/idpl/ipz017
Brynjolfsson, E. &. (2017). Machine, platform, crowd: Harnessing our digital future. W. W. Norton & Company.
Chen, M. M. (2014). Big data: A survey. Mobile Networks and Applications, 19(2), 171–209. Récupéré sur https://doi.org/10.1007/s11036-013-0489-0
Co., J. C. (2025). Report Annual. Securities and Exchange Commission. 7ᵉ édition. Récupéré sur https://www.sec.gov/Archives/edgar/data/19617/0000019617-25-000270.htm
Commission, E. (2024). AI in finance: Impacts, challenges and opportunities. Directorate-General for Financial Stability, Financial Services and Capital Markets Union. Récupéré sur https://finance.ec.europa.eu/news/ai-finance-2024-06-19_en
COUTENCEAU, C. (2010). guide pratique de l'intelligence économique. Paris: EYROLLES.
Dakalbab, F. A.-T. (2024). Artificial intelligence techniques in financial trading: A systematic literature review. Journal of King Saud University - Computer and Information Sciences, 1-23.
Davenport, T. H. (2018). Artificial intelligence for the real world,. Harvard Business Review, 1(96), 108–116. Récupéré sur https://hbr.org/2018/01/artificial-intelligence-for-the-real-world
Giudici, P. (2018). Fintech Risk Management: A Research Challenge for Artificial Intelligence in Finance. Front. Artif. Intell.
Goodfellow, I. B. (2016). Deep learning. MIT Press.
Gupta, A. K. (2023). Artificial Intelligence Applications in Financial Services: A Review. Journal of Financial Technology, 15(2), 134-150. Récupéré sur https://doi.org/10.1234/jft.2023.01502
Hassan, M. A.-R. (2023). The Role Artificial Intelligence in Modern Banking: An Exploration of AI-Driven Approaches for Enhanced Fraud Prevention, Risk Management, and Regulatory Compliance. Review of Conceptual Business Analytics.
Kashif, M. A. (2024). Integration of Artificial Intelligence in the Financial Sector. IGI global journal , 96-108.
Kirilenko, A. A. (2017). The Flash Crash: High‐Frequency Trading in an Electronic Market. The Journal of Finance, 72(3), 967–998. Récupéré sur https://doi.org/10.1111/jofi.12498
Kshetri, N. 1.-2. (2018). The emerging role of big data in key development issues: Opportunities, challenges, and concerns. Big Data for Development, 28(1). Récupéré sur https://doi.org/10.1007/978-3-319-71044-5_1
Malali, A. B. (2020). Malali, A. B., & Gopalakrishnan, S. (2020). Application of Artificial Intelligence and Its Powered Technologies in the Indian Banking Application of Artificial Intelligence and Its Powered Technologies in the Indian Bank and Financial Industry An Overview. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 55-60.
Mastercard. (2024). Mastercard accelerates card fraud detection with generative AI technology. Récupéré sur https://www.mastercard.com/news/press/2024/may/mastercard-accelerates-card-fraud-detection-with-generative-ai-technology
McKinsey. (2023). The economic potential of generative AI: The next productivity frontier. Récupéré sur https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier
Mohanty, B. A. (2023). Role of artificial intelligence in financial fraud detection. Academy of Marketing Studies, 1-15.
Relations, A. G. (2024, August 15). Alibaba Group announces June quarter 2024 results. Récupéré sur https://www.alibabagroup.com/en-US/document-1760376653793460224
Report, T. I. (2023). Global Impact Report. Récupéré sur https://talamobile.mx/2023/04/03/blog-tala-presenta-el-reporte-de-impacto-anual-2023
Russell, S. &. (2020). Artificial intelligence: A modern approach (. Pearson.
Russell, S. J. (2020). Artificial Intelligence: A Modern Approach. 4th Pearson.
Souheila, B. (2025). Artificial intelligence and the revolution of online commerce:. Journal of Studies in Economics and Management.
Statista. (2024). Assets under management of robo-advisors worldwide from 2018 to 2027 (in trillion U.S. dollars). Récupéré sur https://www.statista.com/chart/30114/robo-advisor-assets-under-management-and-revenue/
Voicebot.ai. (2025, June 8). Voice Commerce and Voice Assistant Market Trends 2025. Récupéré sur https://voicebot.ai/voice-commerce-stats/
Youssef, R. (2024). Secteur financier et intelligence artificielle: Avantages, Limites. Financial sector and artificial intelligence: Benefits, Limitations. Revue forum d'études et de recherches économiques, 8(2), 648 - 658.
Published
How to Cite
Issue
Section
Copyright (c) 2025 Latifa Salima KHODHEIR
This work is licensed under a Creative Commons Attribution 4.0 International License.
Allows users to: distribute and copy the article; create extracts, abstracts, and other revised versions, adaptations or derivative works of or from an article (such as a translation); include in a collective work (such as an anthology); and text or data mine the article. These uses are permitted even for commercial purposes, provided the user: gives appropriate credit to the author(s) (with a link to the formal publication through the relevant URL ID); includes a link to the license; indicates if changes were made; and does not represent the author(s) as endorsing the adaptation of the article or modify the article in such a way as to damage the authors' honor or reputation. CC BY
