DIGITAL AVATARS AS A DRIVING FORCE FOR THE TRANSFORMATION OF THE GLOBAL ECONOMIC SPACE

The article examines the phenomenon of digital avatars as a powerful factor in the transformation of the global economic space in the context of the digitalization of society. The aim of the research is to identify the economic potential of digital avatars as a new type of intellectual asset capable of scaling educational, management, and commercial services. The relevance of the topic is determined by the need to rethink the role of digital technologies in the formation of new markets and employment models. The methodological basis of the research consists of systemic, comparative, and structural-functional approaches, as well as the method of economic analysis. As a result, it has been established that digital avatars not only change the structure of educational and labor processes but also form new vectors for the commercialization of knowledge, contributing to the development of the knowledge economy. The practical value of the article lies in the possibility of using the conclusions obtained to develop strategies for the digital transformation of higher education, create innovative business models, and assess the investment attractiveness of the EdTech segment.