Peculiarities of Cultural Practices in Digital Transformation

The concept of digital transformation and its key component “digital culture” are presented. It is emphasised that raising the status of digital transformation to the level of a key strategy is impossible without the formation of a community of practice, cross-functional teams, training of employees and partners, formation of platform thinking in order to institutionalise change and create a culture of digital transformation. The basic artefacts and phenomena of today's digital world are presented. Such a trend in computer technologies as generative artificial intelligence, the tools of which allow to radically change “digital transformation” into “generative transformation”, is highlighted. The use of the technocratic prefix “cyber” was justified to strengthen the emotional and expressive attitude to “cyberculture” and to analyse the specifics of digital culture more clearly. A serious risk of deployment of digital culture is noted, consisting in the problem of digital barrier or digital divide, i.e. the difference in access to its technologies, and manifested in digital inequality - the difference in the benefits derived from their use.