THE IMPACT OF TECHNOLOGY AND DIGITIZATION ON THE BANKING INDUSTRY. A THEORITICAL ANALYSES OF ALBANIAN BANKS

This study examines the impact of technology and digitalization on the banking industry, analyzing electronic services as a new strategic vision within the Albanian banking sector. The literature review focuses on "Electronic Banking Services and Their Use in Albania," providing a deeper understanding of the challenges and opportunities brought by information and communication technologies, which enable innovative strategies for customer-centric value creation. A key aspect of this research is assessing the complexity of electronic services adopted by Albanian banks to enhance organizational and financial investments. Digital platforms are leveraged to promote financial services, offer clients real-time account updates, and facilitate transactions. Contractually, banks integrate digital products, transferring contractual processes and transaction execution to online networks. The study delves into critical questions: How effective is online banking in Albania, and how informed are citizens about these services? Can electronic services be classified as a public good, delivering significant benefits and convenience for both customers and bank employees? Given that electronic services represent an evolution in distribution systems, they play a central role in market strategies and organizational models. This article provides a theoretical overview of artificial intelligence models implemented in the banking sector internationally and contrasts these frameworks with insights derived from Albanian literature .The study does not engage in statistical modeling but instead offers a conceptual comparison of practices and trends.