Digital Transformation as a Factor of Competitiveness of the Organization in the Conditions of the Global Economy. The Role of Digital Transformation in Modern Business

The article explores digital transformation as a strategic driver of organizational competitiveness in the global economy. It analyzes key technologies and tools enabling digital advancement, including automation, cloud computing, artificial intelligence, big data analytics, and digital platforms. The study highlights mechanisms for optimizing customer experience, personalization, business model transformation, and revenue diversification. Special focus is given to change management, cybersecurity, and regulatory compliance. Approaches to evaluating the effectiveness of digital initiatives are discussed, such as KPIs, ROI analysis, and feedback loops. The article concludes with an outline of emerging trends—IoT, blockchain, and sustainable digital practices—as critical elements for long-term competitive growth in a global context.