ОСОБЛИВОСТІ ВПЛИВУ ШТУЧНОГО ІНТЕЛЕКТУ НА БАНКІВСЬКИЙ СЕГМЕНТ ФІНАНСОВОГО РИНКУ УКРАЇНИ

Abstract

Over the past couple of years, the global economy and financial sector have been increasingly affected by the development of digital technologies. Access to technology, advanced analytics, data and an innovative culture have given FinTech companies advantages that they have used to transform the banking ecosystem. It is these elements that have made it possible to influence access to financial services, payments, infrastructure, distribution and components of the safety and soundness of the banking sector. In today's conditions, artificial intelligence is one of the most important elements that affect the process of digitalization of the economy. With the help of artificial intelligence technologies, the subjects of the banking services market are able to reduce costs and gain remote access to consumers. Innovations related to the use of artificial intelligence enable the transformation of traditional automated remote banking customer service systems into a new technological and informational dimension, resulting in the formation of digital banking. The article examines the impact of artificial intelligence (AI) on the banking sector of Ukraine. The scope of the use of AI technologies in the banking sector, the types and methods of their application are considered. The article analyzes the use of AI in various aspects of the banking sector, including process automation, digitalization of banking services and improved customer service. Among the well-known areas of application of artificial intelligence in the banking sector are chatbots for customer support, risk assessment and credit scoring systems. However, it is emphasized that personalized services have also gained popularity in recent times, as building quality relationships with customers requires not only meeting their current requests, but also anticipating their needs at every stage of the customer journey. As practice shows, personalized sales have a higher conversion rate than selling an accessible assortment of goods for everyone, and this is where artificial intelligence can be applied. The trends in the development of the AI industry in Ukraine and the positive factors of the introduction of new financial services and products on the financial market of Ukraine are also indicated.