Key Elements of a Human-Centered Approach in the Context of Digitalization of Banking Business

The article analyzes strategies for the development of a human-centric approach in the digitalization of the banking business. It reveals the importance of the individual as a key element in the conditions of competition of digital ecosystems. Emphasizes the originality of the ethical use of digital data to create personalized offers and improve the effectiveness of marketing strategies. The balance between unification and personalization of interactions, critical for the realization of personal potential in the context of an innovation-oriented economy, is discussed. The importance and features of the human-centric approach in the Russian economy are emphasized as a driver of sustainable development not only of banking ecosystems, but also the achievement of economic and technological sovereignty, in particular, the development of small and medium-sized businesses in the creative economy. The importance of ethics, corporate cultures and educational programs of a new type that form new competencies that are relevant in the context of the creative economy of Russia is determined.