THE EVOLUTION OF SME AND CORPORATE BANKING SERVICES: THE INFLUENCE OF MODERN DIGITAL TECHNOLOGIES

The article highlights the key areas of application of digital technologies to improve the level of service in the corporate banking segment for high-income customers. The study revealed how modern technologies — artificial intelligence, machine learning, blockchain, and cloud platforms — can improve service quality, accelerating the introduction of innovative products. Special attention is paid to their impact on customers' perception of services and the effectiveness of banks' internal processes, which is of current interest in the context of global changes and increasing competition in the banking sector. The methodology includes comparative analysis and systematization of digital solutions for interaction in corporate banking. The emphasis is on a personalized approach to products developed based on data analysis using machine learning algorithms that allow segmentation of the customer base. The difficulties faced by banks in implementing modern technologies, such as compliance with regulatory requirements, cybersecurity issues, and the need to adapt IT infrastructure to new conditions, were also covered. As a result, it was found that personalization improves the accuracy of recommendations, and automation of processes helps to reduce costs and accelerate service. The final part of the article describes the benefits for banks interested in implementing digital solutions to improve the efficiency of interaction with corporate customers. The research materials can be useful for customer service specialists, banking analysts, and managers responsible for transformational processes.