The Transformative Role of Artificial Intelligence in the Financial Sector: A Critical Review of Applications and Challenges. - Chieng, Tee Sher; Teck, Tan Seng; Geok, Lim Swee; Fernandez, Reynold Tom; See, Jason; Rushidi, Mohd; Prakash, Shaurya; Roy, Kheyali; Sundram, Gilbert Raj (Advances in Consumer Research, 2026)