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The relevance of the research is dictated by the introduction of innovations in banking operations. Classical financial and credit institutions are transformed into high-tech platforms that can create new profit algorithms, using artificial intelligence, Big Data technology, and a global information base. The purpose of this study is to analyze the demand for digital services in the banking sector by customers and to propose criteria for determining the degree of digitalization of banks. The statistical method and the method of evaluating the activities of organizations taking into account the fact of digitalization have been used. To obtain objective results, various tools have been used to analyze the information space of the Internet: tools for analyzing search queries "Google Trends" and "Yandex Wordstat" to determine the relevance of providing digital services to customers. The technical part of the study, which is directly related to obtaining information from the Internet using both software tools and "manually", was conducted in the period from 2016 to 2021. The results of the study show the connection between the introduction of innovations and the reform of the financial and banking sector. The data was collected from 150 respondents who are experts in the implementation of digital technologies – artificial intelligence, Big Data, blockchain in the field of financial activity. A confirmatory analysis has been conducted to assess the reliability and validity of the digital technologies used in the financial and banking sector. The study proposes a method for assessing the degree of digitalization of banks: by the level of automation of the main processes; by the number of services provided online; by the speed of operations; by the availability of online services around the clock; by the range of digital technologies used; by the volume of online sales and the volume of transactions conducted using digital technologies.
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