УПРАВЛЕНИЕ ИЗМЕНЕНИЯМИ В УСЛОВИЯХ ЦИФРОВОЙ ТРАНСФОРМАЦИИ: КАК КОМПАНИИ МОГУТ ЭФФЕКТИВНО АДАПТИРОВАТЬСЯ К НОВЫМ БИЗНЕС-МОДЕЛЯМ

Abstract

Digital transformation has become an integral part of modern business and society as a whole. With the advancement of technologies such as artificial intelligence, the Internet of Things, and cloud computing, companies find themselves in a constantly evolving environment where technological innovations and new business models determine success and market survival. This dynamic landscape highlights the critical importance of effective change management for organizations of all sizes and industries. The relevance of the topic of change management in the context of digital transformation is supported by the following reasons: • Rapid developments in information technology and digital innovations create new opportunities and challenges that companies must consider to remain competitive. • Consumers expect more convenient and personalized interactions with companies, necessitating changes in the way organizations deliver products and services. • Competitors successfully implementing digital strategies can outperform traditional companies, emphasizing the need for adaptation. • Digital transformation enables cost reduction, improved operational efficiency, and the creation of new revenue streams. • An increasing amount of data becomes available for analysis and utilization, with organizations that cannot effectively manage data potentially missing valuable insights. The aim of this research is to analyze and identify strategies and methods for change management in the context of digital transformation in organizations. It aims to determine the most effective approaches for companies to adapt to new technologies and business models. Methodology: The research methodology involves an exploratory approach, including the study of scientific articles, publications, reports, and other sources of information related to blockchain technology and artificial intelligence. Results: The research seeks to evaluate the current status of companies in the context of digital transformation, formulate recommendations to enhance the efficiency of business processes, expand product and service portfolios, grow the customer base, and optimize costs.