THE INFLUENCE OF DIGITALIZATION ON THE FORMATION OF THE MODERN DOMESTIC BANKING SECTOR

Анотація

The article proves that currently, during the galloping implementation of the principles and provisions of the digital economy not only in Ukraine, but also throughout the world, not every domestic commercial bank can withstand competition or reach a new level of competitiveness. The introduction of digital technologies into the banking sphere directly changes the role of banks and their functions. The modern banking system is characterized by the expansion of the boundaries of the provision of digital services, which leads to the formation of new approaches to the management of banking business processes. Studies have proven that today the greatest attention of scientists and practitioners is focused on the development of financial ecosystems and the active use of artificial intelligence, as one of the most promising technologies in the field of finance. It is appropriate to highlight the following areas of application of artificial intelligence in the banking business: customer-oriented front-office programs; reduction of operational risks; trading of financial instruments and portfolio management; banking supervision and regulation. Banking chatbots, digital assistants that interact with customers using text or voice and are used to fulfill their requests without the involvement of bank employees, are already quite common. Their main purpose is to increase the efficiency of customer service and relieve the bank's call centers. One of the directions of using artificial intelligence for the development of contacts with customers is the improvement of their identification procedure – by voice, when contacting the call center and using photobiometrics. Artificial intelligence is also involved in the implementation of loyalty programs: by analyzing the customer's transactions, which reflect his habits and inclinations, the bank can offer him certain personal bonuses. At the same time, the use of artificial intelligence is particularly effective for the functioning of the middle office. It is formed by the bank's departments that verify client transactions, manage risks, limits, portfolios, perform compliance functions, etc. Artificial intelligence algorithms help banks digitize various processes and better understand their customers.

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