Bank marketing of financial ecosystems in the context of instability and permanent changes in customer preferences

Financial instability caused by external shocks (sanctions, geopolitical risks) and permanent change in customer preferences requires transformation of approaches in bank marketing. The article explores the adaptive strategies of Russian banks aimed at maintaining competitiveness in the crisis. It focuses on the analysis of key measures, such as personalization of services through digital platforms (mobile applications of Gazprombank, Sberbank), introduction of AI (SberBusiness Bot) and Big Data, development of refinancing programmes (Alfa-Bank, VTB), as well as shifting the focus to lending to small and medium-sized enterprises (SMEs). The study uses methods of analysing practices of leading financial ecosystems, statistical data and regulatory reports. The results of the study demonstrate that digitalisation and customer centricity are helping to reduce transaction costs, increase customer loyalty and improve financial performance. Despite the high key rate and increased regulation, the banking sector has remained resilient. The importance of social responsibility and government programmes to support SMEs in building customer confidence has been identified. The study confirms that successful adaptation of banks in crisis periods is based on the integration of digital technologies, flexibility of offerings and a deep understanding of behavioral trends.