Generative AI is reshaping FinTech in 2024 by enhancing personalization, automating complex processes, and improving risk management. Key applications include robo-advisors for tailored financial advice, real-time fraud detection, and algorithmic trading strategies. AI enhances efficiency and accuracy in compliance reporting and customer interactions. Challenges include ensuring data privacy, addressing model biases, and navigating regulatory requirements. Future trends involve integrating AI with blockchain for increased security and leveraging advanced analytics for better market predictions. Companies like Appic Softwares are at the forefront, leveraging generative AI to drive innovation and transformation in financial services, offering both opportunities and complexities.