APPROACHES TO IMPROVING THE CREDIT POLICY OF A COMMERCIAL BANK, TAKING INTO ACCOUNT DIGITALIZATION TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE

Abstract

The article examines the urgent problem of improving the credit policy of a commercial banking organization in the context of digitalization and increasing competitive pressure in the banking market of the Russian Federation, while based on the materials of the backbone structure of PJSC VTB Bank, a comprehensive analysis of the mechanisms for building and implementing credit policy has been carried out, which includes a study of the structure of the loan portfolio, the level of asset quality, and applied methods assessment of borrowers' creditworthiness, It also reflects the impact of digital technologies and marketing tools on the effectiveness of lending activities. The study identified key problems, including an insufficient level of personalization of credit products, the limitations of traditional scoring models in a dynamically changing macroeconomic environment, the risks of increasing unsecured consumer lending and incomplete integration of digital platforms in certain segments of the credit process, which together forms a serious obstacle to further development. The proposed measures to improve credit policy include the introduction of AI scoring and machine learning technologies to improve the accuracy of forecasting defaults, the development of a risk-based pricing approach, the expansion of an omnichannel marketing strategy, the creation of flexible personalized credit products and enhanced integration with partner ecosystems, which translates into a comprehensive transformation of existing processes. The practical weight of the results obtained is expressed in the possibility of a tangible increase in the effectiveness of the credit process, reducing credit risks and strengthening VTB Bank's competitive position in the market, while the conclusions and recommendations formulated are suitable for use by other commercial banks in order to adapt credit policy to the digital transformation of the banking sector, while the theoretical value of the study is a comprehensive justification of the impact of digitalization and marketing for the development of the credit policy of a modern banking institution.