APPLICATION OF DIGITAL TECHNOLOGIES FOR BUSINESS DEVELOPMENT IN UKRAINE

Information is a key resource in today's world. Every moment, humanity generates huge amounts of digital data that not only needs storage space, but also helps businesses run their businesses. To take full advantage of the available information, it is necessary to accumulate, structure and analyze it. The digital transformation of the enterprise contributes to this through advanced technologies such as Big Data or Artificial Intelligence (AI). They are designed to process information flows that can be used to make decisions, tailor offers to specific clients, and predict their behavior. Digital technologies have become the basis for creating new products, values, properties and, accordingly, the basis of gaining competitive advantage in most markets. Digitalization has given small companies and project teams the opportunity to create new products and quickly bring them to market on a par with the big companies present there. This led to the shift of «innovation hubs» from large companies to small ones (start-ups, etc.). A continuous parade of new technologies is unfolding on many fronts. Almost every advance is counted as a breakthrough, and the list of «next great things» grows longer. Not every new technology will change the business or social landscape, but some may have the potential to disrupt the status quo, change people's lifestyles and work, and shift value pools. Therefore, it is important for business leaders and policy makers to understand what technologies will be relevant to them and prepare accordingly. Digitization should be seen as a tool, not an end in itself. Under the systematic state approach, digital technologies will stimulate job creation, increase productivity, economic growth and quality of life for Ukrainian citizens. The main tasks of the state on the way to digitization of the country are to correct the defects of market mechanisms, overcome institutional and legislative barriers, launch digital transformation projects at the national level and attract relevant investments, stimulate the development of digital infrastructures.