IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGY OF FINANCIAL SERVICES

The purpose of the article is to study the opportunities, advantages, and challenges of implementing artificial intelligence technologies in financial services marketing strategies, analyze practical areas of their use, and justify the feasibility of implementing AI as a tool for increasing the efficiency of interaction with customers, personalizing services, and strengthening the competitive positions of financial institutions in the digital era. The methodology is based on providing a comprehensive study of the problem, taking into account both theoretical foundations and applied aspects of implementing AI in the marketing activities of financial institutions. The study’s findings confirm that the use of AI in financial institutions’ marketing strategies has a positive impact on the effectiveness of service promotion, customer satisfaction, and company competitiveness. It was found that the most successful organizations are those that combine the technical excellence of AI with a focus on consumer needs. At the same time, the study proved to be necessary for further improvement of the regulatory environment, increased transparency of algorithms and development of ethical standards for the use of AI. AI tools used in the marketing strategy of financial services are considered, which are successfully used for the development of the financial sector. It is also advisable to implement mechanisms for auditing and quality control of the operation of the AI system. Significance / Originality. The research is a systematic approach to studying the role of artificial intelligence in the transformation of marketing strategies of financial institutions in the digital economy. The paper proposes the main applications of artificial intelligence in the marketing of financial services and the use of artificial intelligence in the marketing strategies of financial services. Along with this, this study shows the prospects for using the advantages and challenges associated with the implementation of artificial intelligence technologies in the field of financial services. The practical significance of the study lies in the possibility of using the findings of the study in developing strategies for the digital development of banking institutions, improving communications with customers, and increasing the level of personalization of financial services. Thus, the article contributes to a deeper understanding of the potential of AI in financial marketing, providing an analytical basis for making informed management decisions.