In this article, based on the analysis of the necessity of the innovative marketing strategy of commercial banks in modern conditions, the main principles, and the methods of its implementation, ways to increase its effectiveness have been developed. At the same time, the conclusions of foreign and national researchers in this direction and the strategy of commercial banks in the direction of attracting customers were studied.

The article analyzes the development of digital strategies in commercial banks and their role in ensuring economic efficiency and financial stability. The study examines the impact of digital technologies, mobile and online platforms, as well as artificial intelligence and big data systems on the transformation of banking services. The research results provide recommendations for modernizing bank strategies, expanding service accessibility, adapting to customer needs, and enhancing competitiveness.

This study investigates the impact of Environmental, Social, and Governance (ESG) disclosure on bank profitability and market value in Uzbekistan an underexplored emerging economy in Central Asia undergoing rapid financial and sustainability reforms. Using a panel dataset of 22 commercial banks from 2015 to 2024, we construct a hand-collected ESG disclosure index through systematic content analysis of annual and sustainability reports, supplemented by financial data from the Central Bank of Uzbekistan. Net profit margin serves as the primary measure of profitability, while Tobin’s Q and market capitalization proxy for market value. Employing fixed effects, random effects, and System Generalized Method of Moments (GMM) estimators to address endogeneity and unobserved heterogeneity, we find that higher ESG disclosure is significantly associated with improved bank profitability. Notably, this relationship is driven almost exclusively by the governance (G) pillar, while environmental (E) and social (S) disclosures show no statistically significant effects highlighting the context-specific materiality of ESG dimensions in transitional economies. Robustness checks, including lagged specifications, sub-sample analyses by ownership type, and alternative ESG measures, confirm the reliability of our findings. The results suggest that in Uzbekistan’s institutional environment characterized by ongoing corporate governance reforms and nascent green finance infrastructure transparency in board oversight, risk management, and anti-corruption mechanisms enhances operational efficiency and stakeholder trust, thereby boosting net margins. Our study contributes to the limited literature on ESG-finance linkages in Central Asia and challenges universalist assumptions about ESG materiality by demonstrating that governance remains the most financially relevant pillar in early-stage reform contexts. The findings carry important implications for regulators, bank managers, and international investors: prioritizing credible governance disclosure offers a strategic pathway to both financial performance and market legitimacy. As Uzbekistan advances its National Strategy for Green Economy Development, this research provides empirical grounding for sequenced, institutionally attuned ESG integration in the banking sector.

Issues such as strategic investors, adaptation to market principles, elimination of dependence on state funds and creation of equal competitive conditions are defined as the main directions of the banking system reform strategy. The transition of banks to this process requires changing their business models. This article is an important scientific and practical aspect in the process of expanding the income base of commercial banks in the process of transformation.

Improving gender equality, as enshrined in legislation, regulations, and the Republic's Strategy to 2030, is one of the pressing and important tasks facing the Government of the Republic of Uzbekistan. This article monitors and analyzes the status of gender diversity at senior management levels in commercial banks in Uzbekistan, and provides recommendations for improvement.

The article describes the importance of the KPI system in increasing the profitability of commercial banks in ouг republic, the reasons for its emergence, the need to use and improve the KPI system, the impact of the KPI system on increasing the volume of income-generating assets of the bank and reducing problem loans.