Innovative tools of marketing risk management in ensuring the sustainable development of the banking system of Ukraine

The aim of the article is to analyze the features of the modern stage of banking marketing, critical determinants of marketing risk management of the banking sector, consideration of innovative technologies of human-centered marketing of Industry 5.0 banks, marketing challenges of image formation of Ukrainian banks in conditions of sustainable development. Analysis results. Effective management of marketing risks today is a key factor in the stability of banking sector enterprises and is an important indicator of the success and reliability of its functioning, a key to sustainable development. Marketing risk management performs a critical function in ensuring the protection of the interests of the state, customers and employees of the bank, increasing the overall safety and stability of the financial institution, contributing to bringing the activities of Ukrainian financial institutions closer to the best global standards. An innovative marketing strategy is becoming one of the most important aspects of the successful operation of banks in the conditions of increased competition and growing consumer demands, a key factor for achieving the goals of sustainable development in the direction of the integration of criteria (ESG) in banking products and services. In the conditions of turbulent digital transformations, shortening the terms of innovation cycles, the banking system faced the problem of meeting the requirements of people-centeredness and social responsibility in the targeted formulation and presentation of the value of its own services. While sustainable development is defined as the organization's ability to maintain stability and reliability in the long term despite external changes, such as economic fluctuations, competition, technological changes and other factors, human-centricity is one of the main postulates of the Industry 5.0 concept. The implementation of the principles of sustainable development in the bank's risk management system contributes not only to the economic growth of the institution, but also forms the complex long-term stability and responsibility of the financial institution, a positive image on the market, transforms the impact on society and the environment in accordance with the Policy of the NBU on the development of sustainable financing for the period up to 2025 year. Conclusions and directions for further research. The conducted analysis of the features of the modern evolutionary stage of banking marketing demonstrates the criticality of taking marketing risks into account when forming a system for ensuring the management of banking sector entities in order to achieve the goals of human-centered sustainable development of Industry 5.0. Effective management of marketing risks in the banking sector should be aimed not only at the active introduction of innovative tools of sustainable development into the operational activities of banks, but first of all at effective communication with clients and the formation of a positive image of banks and strengthening the trust of clients. The omnichannel nature of the modern stage of holistic marketing and the dynamism of technological development provide an opportunity not only for personalized management of banks' quantitative indicators. Due to effective communication on digital platforms, the application of innovative data analytics technologies and the practical implementation of artificial intelligence tools, the task is not only to increase customer loyalty, but also to harmonize external and internal evaluations of banks in ratings. The implementation of innovative technologies of sustainable development supports not only the maximum automation of the bank's business processes, but also allows to improve the quality of forecasting the transformations of customers' and competitors' markets with a focus on environmental and social values regarding the integration of ESG criteria into banking products and services. Prospects for further study of the stated problem are to study the challenges of digitalization of banking marketing and socially responsible consequences for all participants of the digital marketing ecosystem based on the principles of Industry 5.0.