DIGITAL PLATFORMS AS A FACTOR IN THE TRANSFORMATION OF TRADITIONAL BUSINESS

The article examines the role of digital platforms as a factor in the transformation of traditional business in the digital economy. The purpose of the study is to analyze the impact of digital platforms on changing business models, personnel management and institutional processes in economic sectors. The work uses a methodological approach that includes a review of theoretical provisions, an analysis of industry practice and an assessment of the effectiveness of HR solutions. As a result, it has been established that digital platforms transform market architecture, contribute to the formation of ecosystems and enhance the adaptability of companies. Special attention is paid to human resource management, in which digital tools – from cloud-based HRM systems to AI platforms - provide productivity growth, reduced turnover and optimization of HR processes. The paper presents comparative data on the effectiveness of implementing solutions in industry, finance and SMEs, as well as identifies the problems of digitalization: low level of IT competencies, institutional inertia and limited resources. The work has practical significance, offering a systematic view of digital transformation, emphasizing the need for strategic and organizational rethinking of business processes in a platform economy.