FINTECH SOLUTIONS AND PRESERVING HUMANITY IN FORMING THE MARKET PRICE OF A FINANCIAL ASSET

The article aims to analyze the influence of the categories of emotionality and humanity on artificial intelligence in making fintech decisions. The methodology of this article includes the search for scientific literature and content and comparative analysis. The Result of the study is the understanding that if a trading robot can do the work of a trader on the stock market, then the use of AI in the calculation system for forming the market price of a financial asset is unacceptable. However, this limitation on the use of AI contradicts the desire of the owners of financial capital to maximize the opportunities for its growth, including through its redistribution in the financial market. The authors draw the following. Conclusions: digitalization processes in the financial market cause new contradictions that require market participants to find a compromise that does not allow the destruction of the humanity of this market.