DIGITIZATION OF BUSINESS IN THE DEVELOPMENT PROCESS

Modern banking business under the influence of digitalization is undergoing radical changes due to many factors. Customers use various channels to obtain banking services, actively use new platforms to interact with banks, as a result, there is an improvement in the customer experience. The introduction of digital technologies and big data analysis creates opportunities for the development and marketing of new banking products. The integrated impact of factors that cause changes in the banking sector is exacerbated by the fact that they often interact with each other. For example, technological change is initiating new projects to improve customer service, which in turn encourages further investment in the development of digitalization. The article reveals the essence of the concepts of digital economy and digitalization of business as a component of the digital economy. It is determined that among the basic components of the digital economy, as a rule, there are such basic ones as digital infrastructure, e-government services, digitalization of business processes, e-commerce. That is, the digitalization of business in the process of development is an integral part of the digital economy. It is proposed to define digitalization in the context of implementation in a business organization as a process of implementing new digital business models. The main tools of digitalization of business in the banking sector are systematized, in particular, innovative programs and projects, new knowledge and intellectual products, modern new innovative equipment and technologies, innovative products and services, innovative mechanisms of market formation of banking products and services. The main tendencies of digitalization of banking business are generalized, in particular, growth of online transactions, simplification of access to banking products, paperless document circulation, application of artificial intelligence and machine learning algorithms, development of big data analysis, growth of neobank segment, introduction of cloud technologies, open banking concept.