ВИКОРИСТАННЯ ЦИФРОВИХ ТЕХНОЛОГІЙ У ЗАБЕЗПЕЧЕННІ ПРИБУТКОВОСТІ ПІДПРИЄМСТВ СФЕРИ ІНФОРМАЦІЙНО-КОМУНІКАЦІЙНИХ ТЕХНОЛОГІЙ

The article examines the economic aspects of applying artificial intelligence technologies and business analytics tools to enhance the profitability of enterprises operating in the field of information and communication technologies (ICT). The study substantiates the necessity of transitioning from traditional management approaches to data-driven decision-making models based on big data analytics, machine learning, and predictive analytics. It has been established that the implementation of Artificial Intelligence (AI), Business Intelligence (BI), Big Data Analytics, and Predictive Analytics enables enterprises to improve labour productivity, reduce operating costs, enhance the quality of managerial decision-making, optimize resource utilization, and ensure sustainable growth in financial performance. These technologies contribute to increasing the adaptability of enterprises to dynamic market conditions while strengthening their competitive advantages in the digital economy. The paper analyzes current trends in the digital transformation of ICT enterprises and identifies the key economic effects resulting from the implementation of intelligent information systems. A conceptual model illustrating the impact of artificial intelligence technologies on enterprise profitability is proposed. The model is based on the optimization of business processes, risk management, demand forecasting, efficient resource allocation, and strategic decision support. The practical significance of the research lies in the possibility of applying the proposed approaches while developing digital transformation strategies aimed at improving the economic efficiency and profitability of enterprises in the information and communication technology sector.