DEVELOPMENT OF DIGITAL BANKING AND INNOVATIONS IN THE FIELD OF BANKING SERVICES

In modern conditions, the traditional banking system in customer service is being destroyed, replaced by new technologies, consumption models, and digital banking. The emergence and development of financial technologies has contributed to the formation of a new generation of banks. These relationships affect the entire range of financial services provided to users by digital banking, along with corresponding changes in both internal corporate relationships and external relationships between bank staff and its customers. The level of competitiveness in the banking sector and the profitability indicators of its activities depend on what types of services a bank provides and the degree of its involvement in the digital economy. The article examines the prospects for the further development of digital banking in the banking sector of Ukraine and innovations in the field of banking services. A comparative characteristic of traditional and digital banks was conducted, and digital innovations used in leading banks to increase the attractiveness of banking services in order to attract and retain customers were analyzed. It is emphasized that most banks strive to build their work on the basis of the "digital bank" model, which represents online interaction with the client 24 hours a day, 7 days a week for the convenience of customers. The types of financial technologies used in banking, such as blockchain, artificial intelligence, mobile applications, biometric identification, are studied. The advantages of using artificial intelligence and cloud technologies in digital banking are highlighted. Special attention is paid to new scenarios in mobile applications of advanced innovative foreign banks, such as Monzo Bank (England), Bank No. 26 (Germany), EVO Bank (Spain). It is noted that Ukrainian mobile banking applications have high ratings among the countries of Eastern Europe and Asia. It is noted that during the transition from the traditional model to the digital banking model, new types of risks arise, such as cyber risk, risks of automation and robotization of processes, risk of IT systems and IT equipment, and ways to mitigate them are identified. The conclusions formulate the main directions for the further development of digital banking in Ukraine.