Cogent Economics & Finance

Finance, Marketing, Law, and the Future of Business in the Age of AI

Artificial intelligence is rapidly transforming the way businesses create value, make decisions, and compete in an increasingly digital economy. Its impact extends far beyond technology, reshaping finance, marketing, and law while creating new opportunities and challenges for organizations, professionals, and society. In finance, AI is changing how firms assess risk, analyze markets, detect fraud, and support investment and strategic decisions. In marketing, advanced analytics and generative AI are enabling highly personalized customer experiences, automated content creation, and new approaches to consumer engagement. At the same time, the rapid adoption of AI is raising important legal questions around data protection, intellectual property, accountability, regulation, and responsible business practices. These developments are fundamentally changing the skills, strategies, and governance frameworks required for modern organizations. This Collection explores how AI is reshaping the interconnected fields of finance, marketing, and law, examining emerging trends, practical applications, and regulatory challenges that will influence the future of business.

The integration of AI into finance, marketing, and law is important because it is changing how organizations make decisions, manage risk, engage with customers, and meet regulatory responsibilities. Businesses that understand and apply AI effectively can improve efficiency, identify opportunities faster, and develop more informed strategies. However, greater reliance on AI also creates significant challenges, including algorithmic bias, data privacy, cybersecurity risks, misinformation, intellectual property concerns, and uncertainty over accountability. These issues are particularly important as AI increasingly influences decisions that affect consumers, investors, employees, and wider society. Understanding the relationship between technological innovation, financial performance, marketing effectiveness, and legal responsibility is therefore essential for responsible and sustainable business development. This Collection provides an interdisciplinary perspective on these changes, helping researchers, practitioners, and policymakers understand both the opportunities created by AI and the risks that need to be managed as businesses adapt to an increasingly AI driven economy.

This Collection brings together interdisciplinary research examining how artificial intelligence is reshaping finance, marketing, law, and wider business practice. Key themes include:

• AI-driven financial decision making
• Fintech and risk management
• Algorithmic trading
• Fraud detection
• Responsible investment
• The changing role of financial professionals

In marketing, the Collection welcomes research on:

• Generative AI
• Personalized marketing
• Consumer behavior
• Digital engagement
• Brand management
• AI-enabled marketing analytics

The legal dimension includes:

• AI regulation
• Data protection
• Intellectual property
• Corporate governance
• Accountability
• Ethical AI
• Emerging regulatory frameworks

We also encourage research exploring the intersections between these areas, including AI governance, responsible business, sustainability, financial regulation, and the implications of AI for organizational strategy and decision making. The Collection welcomes empirical and conceptual research, systematic and literature reviews, case studies, theoretical contributions, and interdisciplinary perspectives that provide novel insights into the opportunities, risks, and implications of AI for contemporary business.

Please contact Dr. MK Huffman at mary.huffman@taylorandfrancis.com with any queries about discount codes regarding this Article Collection.

Please also be sure to select the appropriate Article Collection from the drop-down menu in the submission system, and select the section "General & Applied Economics."

Dr. Isik Akin is a Senior Lecturer in Accounting and Finance and Programme Leader for BSc (Hons) Business Analytics at Bath Spa University, UK. His research interests include quantitative finance, international banking and finance, management accounting, financial decision making, and emerging applications of artificial intelligence in business. He has published research in areas including finance, responsible management, and digital technologies, and works on interdisciplinary projects connecting finance, technology, and business decision making. He is a Fellow of the Higher Education Academy and a Chartered Management and Business Educator.

Dr. Meryem Akin is a Senior Lecturer in Business and Management at Bath Spa University, with over 10 years of experience in higher education, teaching, research, and academic leadership. Her research interests include consumer behavior, marketing, entrepreneurship, creative enterprise, sustainability, and emerging technologies, including augmented reality and artificial intelligence. She holds a PhD in Business Management with a focus on Consumer Behavior and is currently undertaking a second PhD exploring Augmented Reality, Sustainability, and Consumer Behavior. She is a Chartered Business Management Educator, a member of the British Academy of Management and the Chartered Management Institute, and actively contributes to international research, academic partnerships, and community projects.

Dr. Eda Sahin is a Senior Lecturer in Law at Bath Spa University, specializing in competition law and policy, consumer protection, and enforcement mechanisms. She holds a PhD in Law from Queen Mary University of London and an LLM in Competition Law from the University of East Anglia, alongside undergraduate degrees in Law and Business Administration from Istanbul University. Her research explores competition, consumer protection, digital markets, and emerging approaches to legal enforcement, with publications in books, journals, and edited volumes. She is a Fellow of the Higher Education Academy and a member of the Istanbul Bar Association and the British Academy Early Career Researcher Network.

Dr. Beril Taskin Kapusuzoglu is a Lecturer in Administrative Law at Boğaziçi University and a qualified lawyer specializing in public and regulatory law. She holds a PhD in Law from the University of Glasgow, where her doctoral research examined the regulation of regulators, alongside an LLM from Marmara University and an LLB from Ankara University. Her research and publications focus on regulation, digitalization, e government, fundamental rights, banking law, and public law, including her recent contribution to The Economics and Regulation of Digitalisation: The Case of Türkiye. She is an award winning educator, having received the Outstanding Achievement in Teaching Award from Boğaziçi University in 2024.

The Guest Advisors declare no conflicts of interest regarding this work.