The article examined the integration of the digital economy and public debt management, as well as the formation of new financial models. Innovative areas of Public Debt Management based on Artificial Intelligence, big data, Blockchain and fintech technologies were analyzed. Scientific conclusions were developed based on international experience and macroeconomic indicators of Uzbekistan.

The article analyzes the prospects for the use of innovative marketing technologies from a theoretical and practical perspective. In the context of digital transformation, enterprises are developing marketing activities with new approaches based on artificial intelligence, big data (Big Data), blockchain, AR/VR technologies and omni-channel strategies. The study comparatively studies international experiences and digital reforms in the Uzbek economy, analyzes the impact of innovative marketing technologies on efficiency, their role in increasing competitiveness, and the possibilities of building sustainable relationships with consumers. The results show that the widespread use of innovative marketing technologies is important for enterprises not only in increasing short-term sales volumes, but also in forming a long-term sustainable development strategy.

This paper explores the impact of digitalization on the treasury systems of developed countries and analyzes key technologies such as cloud solutions, blockchain, and electronic payments used to enhance financial management efficiency. It examines examples of innovative solutions implemented in the USA, the UK, Germany, Canada, Japan, Estonia, and other countries, highlighting both the advantages and challenges of their use. Particular attention is paid to increasing transparency, security, and optimizing government spending through modern digital platforms

This article explores the modernization of accounting based on digital technologies. Innovations in the field of accounting are primarily aimed at the implementation of digital systems and increasing the efficiency of automated processes. The study analyzes the key challenges and opportunities involved in the digital transformation of accounting. Special attention is paid to digital technologies such as artificial intelligence, cloud computing, and blockchain, which contribute to enhancing the efficiency of accounting practices, reducing errors, and saving time. The paper also thoroughly examines the challenges that arise during the digital revolution in accounting, including technological barriers, the shortage of qualified specialists, and issues related to system interoperability. At the same time, the potential of new technologies, innovative solutions, future prospects, and the requirements for modernizing accounting systems are discussed in detail. The findings of the study are particularly focused on a comprehensive analysis of the changes occurring during the integration of accounting with digital systems and on providing scientific and practical recommendations.

Digitalization of national payment systems is one of the prerequisites for ensuring their effectiveness. At the same time, digitalization of these systems is carried out through the introduction of digital technologies by payment and settlement service providers, aimed at gaining competitive advantages by optimizing the provision of services and data processing, as well as the formation of customer-oriented business models.The article examines and summarizes the best practices of foreign countries in the field of digitalization of cashless payments.

This article explores the role of fintech services in international financial markets, their development trends, and the emergence of innovative solutions driven by global experience. The author analyzes the role of fintech in the digital economy, highlighting regional characteristics (North America, Europe, Asia-Pacific, LAMEA) and the growing influence of companies like PayPal, Stripe, Revolut, and Ant Group. Based on statistical data, the article outlines key advantages of fintech services, such as speed, cost reduction, financial inclusion, and innovative product offerings. The conclusion emphasizes the future prospects of the fintech sector and the importance of cooperation between technological innovation and regulatory authorities.

The article examines the current trends in the digitalization of the banking sector, focuses on the analysis of international experience and the specifics of the introduction of digital technologies in Uzbekistan. Examples of successful transformation of banks such as Tinkoff Bank, WeBank and Monzo are given, which demonstrate the effectiveness of using mobile applications, artificial intelligence, blockchain technologies and CRM systems. The prospects for the development of Kapitalbank in the context of digitalization, including the introduction of new technologies, improving customer service and strengthening information security, are studied. Based on the analysis, recommendations are proposed to accelerate the digital transformation of the banking system of Uzbekistan, taking into account national characteristics and international experience.

In this article, the main directions of the development of FinTech strategies in commercial banks are presented on the example of banks operating in Uzbekistan. Among the main areas of FinTech strategies are digital payment systems, artificial intelligence (AI) and data analysis, blockchain, banking mobile applications, digital banks and FinTech startups. Also, the changes in banks as a result of their application were analyzed based on the data of the Central Bank of the Republic of Uzbekistan. In this, information about plastic cards in circulation in banks, payment terminals installed by banks, ATMs, infokiosks, bank applications, digital banks from 2001 to August 1, 2024 was presented and analyzed graphically.

Blockchain technology has been a hot topic in recent years. On October 10,
2019, Secretary General Xi Jinping publicly stated for the first time the importance of developing
blockchain technology and urged people to think about using blockchain technology to transform
the economic structure. Various industries, including high-tech manufacturing, digital finance,
supply chain management and the Internet, are striving to integrate blockchain technology into
them to promote product updates and innovations. Similarly, blockchain technology is also
considered applicable to the field of auditing in order to better contribute to the development of
this area. This article discusses the application of blockchain technology in the field of auditing

With the rapid development of digital technologies, financial control has become a key area of application for innovation. financial control became the main area of application of innovations. This article explores the importance of using digital innovations such as artificial intelligence, big data analytics and blockchain to streamline and improve decision making. Process automation, improvement of analytical capabilities, as well as the impact of electronic payments and financial technologies on the efficiency of financial management are studied. The article assesses the problems associated with the introduction of digital technologies in the field of financial control, and presents proposals for conducting scientific research and the successful application of innovations in this area.

The article examines the essence of digital assets and their types, the role of the development of digital technologies, analyzes the main advantages and risks associated with the introduction of digital assets into circulation, draws conclusions and proposals for the effective development of the banking system in the context of further digitalization of the economy.