Digital transformation of creative industries: challenges, opportunities and the role of digital tools

This study aims to analyze the current challenges and opportunities for the development of creative industries in the context of digitalization and to assess the effectiveness of digital tools in facilitating the transformation of this sector. The article examines key technological trends, including artificial intelligence (AI), Metaverse, Big Data, and Digital Platforms, which are reshaping business models, monetization mechanisms, and audience interaction. To achieve this goal, a comprehensive interdisciplinary approach was applied, including an analysis of literary sources, statistical data, and practical cases of digital technology application in the creative sector. Comparative analysis methods were employed to identify key trends and challenges facing the industry. A systematic method was employed to classify digital tools, and a forecasting method was used to assess the prospects for further development of this sector in Ukraine and globally. As a result of the study, the main challenges facing creative industries in the digitalization era were identified, including issues related to funding, content monetization, legal regulation, competition with significant platforms, and the need to adapt business models to new realities. Special attention is given to the role of digital marketing tools in promoting creative content, shaping international reputation, and attracting investment. The scientific novelty of the study lies in its systematic approach to analyzing the impact of digital technologies on the development of creative industries, as well as in identifying the most effective strategies for adapting this sector to global changes. Recommendations are proposed to enhance state policies, develop digital infrastructure, and foster innovations in the creative economy. The practical significance of the study lies in its findings, which can be utilized by entrepreneurs, creative content developers, government bodies, and investors to develop and support effective strategies for the creative industries within the digital economy. The article’s conclusions may also serve as a basis for developing policies that support the creative business sector, enhancing regulatory mechanisms, and attracting investments in this field. Future research prospects include a deeper analysis of the impact of specific digital tools on various areas of the creative economy, the development of models for effective metaverse utilization in business, and the evaluation of artificial intelligence potential in automating creative processes. Keywords: creative industries, digitalization, innovative digital technologies, digital tools, digital platforms, development of creative industries, artificial intelligence, metaverse, big data, business models, digital marketing, content.