THE ROLE OF COGNITIVE TECHNOLOGIES IN THE DIGITAL ECONOMY IN THE ASPECT OF BUSINESS ACTIVITIES

The paper defines the role of the digital economy for the development of Ukraine and determines that the structure of the digital economy includes basic interconnected components: markets and areas of activity, platforms and technologies, and the environment. It is substantiated that one of the directions for implementing the digital development of the country is the formation of an appropriate cognitive-technological environment. It has been determined that cognitive technologies are a wide range of technologies for rationalizing and formalizing the functioning of intelligent systems for creating and building models of knowledge processing, communication and ensuring the reliability, validity and accuracy of managerial decision-making in an entrepreneurial ecosystem. It is substantiated that cognitive technologies are a tool for implementing cognitive methodology and a cognitive approach to the study of complex ecosystems in the business environment. The paper systematizes the features of the cognitive approach: the object of study, the entrepreneurial ecosystem, the researcher (observer). It is substantiated that the most effective cognitive approach is used in the study of bottlenecks and situations that include many elements and dependencies between them and are both quantitative and qualitative. The expediency of using cognitive technologies in solving bottleneck issues is determined. It is substantiated that the implementation of cognitive technologies in the control system is implemented through a software and hardware complex, which is a set of hardware and software tools that work together to perform one or more similar tasks. This software and hardware complex consists of data arrays (databases) and knowledge bases. The basis for the development and creation of a software and hardware complex is a set of economic and mathematical models of both tactical and strategic levels, which should become the organizational and technical basis for building a model of the digital economy as an economic cyber system, with the large-scale use of end-to-end technologies and platforms, which will effectively form relationships between the participants-partners of the entrepreneurial ecosystem.