DIGITAL TRANSFORMATION AND ITS IMPACT ON THE STRUCTURE AND EFFICIENCY OF MODERN BUSINESS

The article examines the impact of digital transformation (DT) on modern business. It analyzes its effects on organizational structures, business processes, and customer interactions. Key aspects such as the implementation of artificial intelligence technologies, big data, and automation, as well as the socio-economic and cultural factors determining the success of DT, are considered. The study emphasizes the importance of adapting business models to new conditions, including changes in corporate culture and professional training. The article provides examples of successful DT implementations and discusses the challenges companies face. It concludes by highlighting the strategic importance of DT in enhancing business efficiency and competitiveness.