INNOVATIVE MANAGEMENT MODELS IN THE CONTEXT OF DIGITAL TRANSFORMATION. THE ROLE OF DIGITAL TRANSFORMATION IN MODERN MANAGEMENT MODELS

This article explores contemporary innovative management models in the context of digital transformation. It examines the key shifts in managerial approaches driven by the integration of digital technologies, including artificial intelligence, big data analytics, cloud computing, the Internet of Things, and collaborative platforms. The study identifies and analyzes flexible, lean, data-driven, remote, collaborative, and sustainable management models that showcase organizational adaptability in a digital environment. Special attention is given to the role of organizational culture, digital literacy of personnel, and ethical considerations related to AI implementation. The conclusion outlines major trends in the evolution of management practices amidst a rapidly transforming digital economy. The article is based on an interdisciplinary analysis and includes examples from both international and domestic practices.