THE ROLE OF ARTIFICIAL INTELLIGENCE AND BIG DATA IN SUSTAINABLE DEVELOPMENT OF DOMESTIC BUSINESS: IT, INDUSTRY, TRADE, MANAGEMENT

In the context of multitasking in commercial activities, innovative technologies, particularly artificial intelligence (АІ) and Big Data, become key factors in the viability of business. The purpose of this article is to examine the role of artificial intelligence and Big Data processing technologies in ensuring the sustainable development of domestic business, with a focus on key sectors of economic activity. As part of the research, domestic cases of successful implementation of the mentioned technologies, such as Oll.tv, Promodj, Wind Parks Ukraine, Rozetka, Prom.ua, and Dragon Capital, have been analyzed. The study also outlines the potential challenges faced by these business entities in their journey towards digital transformation. The research results indicate that artificial intelligence and Big Data are powerful tools for the sustainable development of domestic businesses, enabling them to address a wide range of tasks, especially in areas such as IT, industry, trade, and management.