DIGITALIZATION AS A DRIVING FORCE OF ORGANIZATIONAL TRANSFORMATIONS / ԹՎԱՅՆԱՑՈՒՄԸ՝ ՈՐՊԵՍ ԿԱԶՄԱԿԵՐՊՉԱԿԱՆ ՎԵՐԱՓՈԽՈՒՄՆԵՐԻ ՇԱՐԺԻՉ ՈՒԺ

In the 21st century, digitalization plays a significant role in the transformation of organizations, stimulating innovative developments and increasing competitiveness. The active use of digital technologies changes business models, management mechanisms and organizational structures, making companies more flexible and competitive. This article discusses the impact of digitalization on organizational transformations, highlighting it as a strategic tool that stimulates innovation, increases productivity and optimizes business processes, analyzing their impact on management, operations, marketing and human resources. Innovative technologies such as artificial intelligence, big data and automation systems that are becoming key components of digital transformation are analyzed. In addition, the challenges of digitalization are examined, including the need to modernize the skills of the workforce, issues of data protection and cybersecurity, as well as the need for investment. Successful examples of digital transformation are presented, highlighting best practices that can help organizations overcome obstacles to digitalization. The article concludes by proposing strategic approaches that will help organizations more effectively use digital technologies, ensuring sustainable growth and long-term competitiveness.