TECHNOLOGICAL DRIVERS OF THE TRANSFORMATION OF MARKET POSITIONING OF UKRAINIAN BANKS UNDER DIGITALIZATION

The paper investigates the technological drivers of the transformation of the market positioning of Ukrainian banks under conditions of rapid digitalization of the economy and the development of fintech ecosystems. It elaborates theoretical approaches to defining the essence of technological transformation in banking and its impact on market positioning strategies. The empirical analysis covers the current state of digitalization of the Ukrainian banking sector over 2020–2025 based on the statistics of the National Bank of Ukraine and open data sources. Special attention is paid to the practical aspects of implementing technological innovations by leading Ukrainian banks. The study examines the cases of Monobank as a neobanking leader, PrivatBank with its comprehensive digital ecosystem, and Oschadbank in the context of using artificial intelligence in customer service. The findings show that technologically advanced banks demonstrate significantly better financial performance: return on equity at the level of 47% versus 18% for traditional banks, a 15–25% reduction in operating costs, and annual growth of the customer base of up to 25%. The paper proposes practical recommendations for shaping effective market positioning strategies for different groups of banks, taking into account their level of technological maturity. It is argued that future development prospects are associated with deeper integration of banking services into digital ecosystems, the expansion of embedded banking, the introduction of generative artificial intelligence, and preparation for the launch of the digital hryvnia. The results confirm that technological drivers have become not merely tools of optimization but decisive factors of banks’ competitiveness in the digital era.