MODERN APPROACHES TO MANAGING IT PROJECTS AND STARTUPS IN THE DIGITAL ECONOMY

The article discusses innovative approaches to managing IT projects and startups, taking into account the challenges of today. A comparative analysis of existing IT project management methodologies has been conducted. Attention is focused on the application of flexible methodologies such as Agile, Scrum, Kanban and the possibilities of their use depending on the tasks and specifics of the projects. The features, disadvantages, and advantages of various project management frameworks are identified in the context of uncertainty, dynamic market changes, growing competition, and globalization. The methods of managing the life cycle of IT projects and aspects of the use of digital tools and artificial intelligence technologies that help improve team productivity, optimize resources, reduce costs in project management, create, develop and scale IT products and startups are considered. An important aspect of the research is the possibilities of integrating artificial intelligence and digital automation, depending on the stage of the IT project lifecycle. Among the proposed digital solutions are services for generating ideas, systems for planning, task management, team communications, business intelligence tools, reporting, and the like. The author states that the use of generative artificial intelligence makes it possible to automate routine tasks, improve teamwork, and support real-time decision-making. The results obtained are of practical value for project managers, startups, researchers and IT specialists seeking to introduce innovative technologies in order to optimize management processes. The article lays the foundation for further research towards improving models and methods for managing IT projects and startups in the digital economy.