DIGITAL ECONOMY AND ITS ROLE IN TRANSFORMING CLASSICAL APPROACHES TO DOING BUSINESS

The current stage of economic development is characterized by the deep integration of digital technologies into all spheres of economic activity. Digital transformation, covering both individual industries and national economies as a whole, is becoming a key factor in the competitiveness and sustainable development of business. In these conditions, traditional business models based on physical assets, linear production and sales processes, as well as centralized management, are faced with the need to adapt to the new reality. The digital economy, based on artificial intelligence and blockchain technologies, provides fundamentally new opportunities for creating value, organizing production processes and interacting with consumers. This leads to a rethinking of business strategies, a redistribution of roles in the market, as well as the emergence of new forms of organizing economic activity. The relevance of the topic is due to the need for a systemic analysis of changes occurring in the business environment under the influence of digitalization, as well as the search for effective ways to transform traditional approaches to enterprise management and development. This research context opens up broad prospects for scientific understanding and practical application of new business models in the digital economy.