The article analyses the impact of digital technologies, particularly artificial intelligence (AI), on consumer behaviour in the financial services sector, with a focus on improving financial literacy and decision-making through personal financial trackers. The study explores how AI-based applications, such as adaptive learning and gamification, can enhance users’ financial literacy. Key outcomes include a significant improvement in users’ ability to manage personal finances, with AI tools offering personalized recommendations, automatic expense categorization, and forecasting. Additionally, the study identifies challenges related to data security, ethical concerns, and algorithmic transparency. The research concludes that while AI-powered financial tools can greatly enhance financial literacy, their effectiveness depends on user engagement and the resolution of ethical and regulatory challenges.