VIRTUAL REALITY IN MARKETING: ENHANCING CUSTOMER EXPERIENCE AND BRAND ENGAGEMENT

Аннотация

This article investigates the transformative role of financial technologies (fintech) in modernizing global financial services, improving access to finance, and redefining banking and payment systems. Drawing on current developments from countries such as Uzbekistan, as well as informations from institutions like the World Bank, IMF, and the World Economic Forum, the study explores how fintech has accelerated financial inclusion, the rise of neobanks, blockchain innovations, and regulatory challenges. The paper further proposes targeted strategies to increase digital finance infrastructure, support digital literacy, and harmonize legal frameworks to accommodate rapidly evolving fintech ecosystems. Key words: World Bank, IMF, World Economic Forum, digital literacy.