Digitalisation of business: new opportunities for strategic management of enterprises in the context of economic instability

The subject of the study. The article is devoted to the study of the impact of business digitalisationon the management of enterprises in the context of economic instability and determination of theplace of digital strategy in the overall strategic management system. The authors analyse moderndigital tools, such as Big Data, artificial intelligence (AI) and automated management systems,which contribute to increased flexibility and efficiency in decision–making. The paper outlines thekey challenges of strategic planning in the context of digital transformation. Particular attention ispaid to the possibilities of using digital technologies to reduce risks, optimise costs and increase thecompetitiveness of enterprises in crisis conditions.Research methods. The study is based on examples of Ukrainian companies that have successfullyadapted digital solutions into their business models and outlines the prospects for further developmentof digitalisation in Ukraine.Results of work. The results of the study show that digital technologies have become key in thestrategic planning of Ukrainian enterprises in 2024.Conclusions. The article concludes that a number of challenges need to be addressed for the successfulimplementation of digital technologies, including investments in infrastructure and cybersecurity.