MODERN CHALLENGES IN BUSINESSES WITHIN THE SCOPE OF DIGITAL TRANSFORMATION

Digital transformation is continuing to give a new form to industries, altering the way we work, interact, and consume. This paper examines three key areas of this transformation: new modes of working, the Internet of Things (IoT), and influencer marketing, exploring both their potential and the challenges they bear. We analyze the evolving work landscape, considering the benefits and drawbacks of remote work and the gig economy. We also explore IoT's transformative power through its revolutionizing urban transportation within the channel of micromobility solutions, while addressing crucial economic and societal concerns. Finally, we discuss the increasing acceptance of influencer marketing, focusing on its effectiveness, advantages and touching on the challenges of authenticity. By examining these interconnected areas, this paper aims to identify key trends, potential pitfalls, and strategies for navigating this complex digital landscape.