DIGITAL TECHNOLOGIES AS THE MAIN TOOLS OF BUSINESS TRANSFORMATION IN THE CONDITIONS OF GLOBALIZATION

Abstract

The current stage of development of the world economy is characterized by the active introduction of digital technologies, which are becoming key drivers of business transformation. In the context of globalization, enterprises are faced with the need to adapt to new digital realities, which necessitates a review of traditional business models, optimization of operational processes and increasing their competitiveness in domestic and foreign markets.
Digital transformation entails the active development and implementation of innovative technological solutions for business development. Digital innovations are becoming basic tools for the functioning of enterprises in the context of a changing business space. The changes have affected management systems, competition rules and mechanisms, processes for forming value chains, etc. There is a change in the structure and erasure of boundaries between industries and types of activity - a transformation of interaction processes, which means not changing traditional rules and approaches and replacing them with new ones, but the emergence of innovative development opportunities and their integration with existing ones in the context of digitalization.
One of the priority and effective solutions in the modern digital space can be called the interaction of business entities, which is the basis for the implementation of innovative business models. A business that is actively built on digital platforms has a significant transformational impact on both the global and domestic economies through the use of innovative methods of expansion, conquest and formation of new markets, as well as on the functioning and strategic development of the enterprises themselves. Therefore, studying the features of digital transformation is an important area of scientific and practical research.
The purpose of the work is to theoretically substantiate the relevance of digital technologies as the main tools for business transformation in the context of globalization.
In the context of rapid technological development and increasing globalization processes, digital technologies are becoming a key factor in business transformation, their use allows enterprises to adapt to the endogenous and exogenous environment, which is dynamically changing, increasing the level of competitiveness.
Digitalization has a comprehensive impact on various aspects of business activity. Through the implementation of artificial intelligence, cloud computing, big data processing and the Internet of Things (IoT), it contributes to increasing management efficiency, reducing costs and creating new opportunities for the development of new business vectors. An important trend is also the use of blockchain technologies to increase the transparency and security of transactions.
Globalization accelerates the processes of digital transformation, creating a single information environment in which enterprises can carry out their activities on a global scale. As a result, digital platforms are becoming important tools for doing business, providing access to new markets and improving interaction between various participants in economic activity. One of the key areas of digital transformation is the automation of business processes, which, through the use of robotic systems and machine learning algorithms, allows you to significantly increase labor productivity and minimize the human factor in operational processes, which is especially relevant for areas such as logistics, finance, and production. Thus, digital technologies are the main drivers of business transformation in the context of globalization, their implementation contributes to increasing competitiveness, developing innovative solutions and adapting enterprises to permanent, rapidly changing market conditions. In the future, the further development of digital tools will determine new vectors of evolution of the world economy and entrepreneurial activity. Therefore, digital technologies are not just a tool, but a strategic factor in business transformation in the context of globalization, enterprises that do not adapt to the digital environment risk losing competitiveness and giving way to more innovative and creative market players.