Banking services for individuals in the context of the development of digital technologies

The use of digital technologies in banking services for individuals provides clients with a more convenient and faster way to interact with the bank, helps reduce costs for banks, allows automation of many processes, and increases the security of financial transactions. To ensure customer safety and prevent financial crimes, banks are implementing various security measures, such as two-factor authentication and fraudulent activity monitoring systems. Therefore, the use of digital technologies in banking services for individuals is extremely relevant at the present time. The purpose of the work is to develop theoretical principles and develop practical recommendations for improving banking services for individuals in the context of the development of digital technologies. The authors used the systematic approach method when conducting the study. The article concludes that big data analysis technology paired with artificial intelligence allows banks to reduce costs and minimize risks through a more accurate assessment of customer creditworthiness. The results obtained can be used by domestic commercial banks when assessing the creditworthiness of borrowers.