Abstract
This study critically examines the ethical dimensions of artificial intelligence (AI) and smart technologies in the financial sector, focusing on South Africa. Using bibliometric analysis of publications spanning 2006 to 2025, it maps research productivity, thematic orientations, and collaboration networks. The results reveal a significant growth in scholarly activity after 2018, coinciding with global regulatory debates and the rapid expansion of FinTech. South Africa emerges as a central actor in international bibliographic networks, underscoring its role as a regional leader. However, global authors and institutions continue to dominate, raising questions about representation and the contextual relevance of imported ethical frameworks. Critical issues such as trust, financial literacy, and financial performance appear marginal, despite their centrality to consumer confidence and inclusion. These findings indicate an urgent need for more context-sensitive scholarship reflecting South Africa's socio-economic realities, historical inequalities, and digital divides.

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