ТРАНСФОРМАЦІЯ МОДЕЛІ РОЗДРІБНОГО БАНКІНГУ В УМОВАХ ЦИФРОВІЗВЦІЇ НАЦІОНАЛЬНОЇ ЕКОНОМІКИ

The article investigates the fundamental transformation of the retail banking model driven by the rapid digitalization of the national economy. It is established that the evolution from a product-oriented to a client-centric paradigm is influenced by complex and interconnected drivers: technological (AI, Big Data, Cloud Computing), market-based (Neobanks' competition), and regulatory factors (Open Banking mandate). The study analyzes the two main competitive strategies currently operating in the Ukrainian market: the Digital Overlay strategy used by traditional institutions and the Digital-Only Disruptor approach adopted by Neobanks. This dual competition has accelerated the establishment of unified digital standards and enhanced financial inclusion. Crucially, the research identifies cyber resilience as a strategic imperative for the continuity and security of the financial system, especially within the context of ongoing military aggression. The necessity of transitioning from perimeter defense to a more resilient security architecture is emphasized. Furthermore, the article stresses the critical role of implementing Open Banking principles. This regulatory measure is deemed essential for fostering greater innovation, intensifying competition in the financial ecosystem, and meeting the institutional requirements for integration into the EU Digital Single Market. The primary implementation challenges are identified, including the standardization of APIs, ensuring technological readiness across all banking tiers, and addressing critical regulatory gaps related to the ethics of AI utilization and secure customer consent management in data sharing. The overall findings provide a foundation for regulatory bodies seeking to maintain stability while promoting innovation in the digital banking landscape.