TRANSFORMATION OF INFORMATION ACTIVITIES IN THE CONTEXT OF DIGITALIZATION OF MODERN SOCIETY

The article examines various aspects of information activities in the context of digital transformation. The author describes the transformation not only as a set of technical changes but also as a deep systemic process that affects the functioning of administrative, social, and communication institutions. The scientific works of researchers have been analyzed, which confirm that digital changes are introducing a new management logic focused on openness, transparency, and efficiency. Based on the analyzed research of scholars, this study formulates a table indicating the periodization of digital transformations, starting from the stage of the formation of independent Ukraine. This allows us to explain the meaning of such terms as “digitization”, “digitalization”, and “digital transformation”. In addition, the table describes how technological progress has been reflected in changes in communication tools, particularly in the field of public relations. A special emphasis is placed on the role of digital platforms, which, over time, have become a basic tool for the functioning of the information space. In this context, the author analyzes social media as a tool with a personalized approach that can both shape public opinion and influence the worldview of a particular audience. Also, as part of the digital transformation of recent years, the author considers the impact of artificial intelligence technologies that are being actively implemented in the field of information activities. The author describes a tool that can automate certain processes of interaction with the audience. In addition, it can contribute to managerial decision-making and help shape a new level of interaction between society and the information system. In general, digital transformation is a complex phenomenon and one of the stages of development of modern society, directly affecting the principles of building communication processes. Quite logically, such changes provoke the emergence of new approaches to interaction within the information space and tools for collecting, processing, or communicating information.