This paper presents a theoretical and empirical analysis of how banks apply artificial intelligence (AI) in digital and mobile banking to implement and communicate ESG (Environmental, Social, and Governance) strategies, with particular emphasis on environmental dimensions of sustainable finance. The study adopts a mixed methodological approach combining desk research, encompassing a synthesis of academic studies, industry reports, and European regulatory frameworks on AI and ESG, and case study analysis of selected banks implementing AI-based sustainability solutions. The findings reveal that AI supports ESG strategy implementation primarily through green investment recommendations, carbon footprint analytics, automated sustainability reporting, and ethical communication with clients. AI-driven tools enhance the operational efficiency, transparency, and customer engagement of financial institutions while simultaneously fostering low-carbon financial behaviors. However, the study also highlights ethical and governance challenges related to algorithmic transparency, data bias, and responsible AI oversight. The paper contributes to the growing body of literature on AI-driven digital transformation and sustainable finance by identifying research gaps and outlining future directions for exploring the role of AI in accelerating the transition of the banking sector.

The article explores how the design of informational and promotional messages from financial institutions influences their reception by young people. The study combined eye tracking, individual in-depth interviews (IDIs), and text mining analysis to examine both visual attention and participants’ conscious reactions. The aim was to identify young users’ preferences, determine factors influencing content perception, and assess the effectiveness of visual and audiovisual communication strategies. The main hypothesis proposed that minimalistic and visually attractive messages, enhanced with dynamic graphics, more effectively shape attitudes and elicit positive emotions. Specific aspects examined included the role of infographics, color schemes, message dynamics, and references to financial institutions in attracting attention and engagement. The results indicate that young people operate primarily in virtual space and express limited interest in traditional media such as television or print. They favor short, clear, and visually structured messages. Excessive textual content and lack of clarity provoked negative reactions and discouraged further engagement. Elements like infographics, colors, and logos were found to be strongly associated with brand recognition and memorability.