NEW CHALLENGES AND OPPORTUNITIES IN QUALITY MANAGEMENT IN THE ERA OF DIGITAL ECONOMY 4.0

The article analyzes new challenges and opportunities in the field of quality management in the context of digital economy 4.0. The changes caused by the introduction of Industry 4.0 technologies, including artificial intelligence, the Internet of Things, big data and cyber-physical systems are considered. The main challenges associated with digital transformation are analyzed, including the increasing complexity of business processes, cyber risks and the shortage of qualified specialists. Particular attention is paid to innovative methods of quality control, automation of monitoring processes and the use of digital twins. The prospects for adapting quality management strategies are discussed, including the development of new standards, the use of blockchain technologies and training personnel in digital competencies. A conclusion is made about the need for an integrated approach to the digitalization of quality management, taking into account technological and organizational aspects.