| Annotation: | Methods. The results were obtained through comprehensive application of comparative analysis and systemic modeling methods when studying the digital transformation of banking products in the financial services market of Ukraine. The research included empirical study of user behavior regarding digital banking services, analysis of successful practices in implementing digital solutions in the banking sector, and structural-functional analysis of existing digitalization models. Results. The study revealed that the Ukrainian banking sector is actively implementing digital technologies and adapting to conditions of global financial market transformation. Four basic models of digital transformation of banks were identified, differing in organizational structure and strategic orientation. It was established that the main drivers of digitalization are changes in consumer expectations, competitive pressure from the fintech sector, and recommendations of regulatory authorities. The study found that the most active users of digital banking products are young people who are actively adopting new ways of interacting with financial services. Critical challenges remain in the areas of cybersecurity, synchronization of digitalization rates across different banking groups, and lack of professional competencies. Novelty. For the first time in Ukrainian scientific practice, a comprehensive analysis of the impact of martial law on banking sector digitalization processes was conducted, demonstrating unique adaptation mechanisms of Ukrainian banks to extreme conditions. The system of interaction between global digitalization trends and local challenges of the national market was substantiated. A methodological approach to assessing the effectiveness of different digitalization models in an unstable environment was developed. Practical value. Proposals were formulated for optimizing digital transformation strategies of banking institutions, taking into account the specifics of the Ukrainian market and requirements of European integration. The research results can be used by the banking sector to determine development priorities, by regulatory authorities to formulate appropriate policies, and by the scientific community for further research in this field. |
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