FORMATION OF INTEGRATED BUSINESS MODELS TAKING INTO ACCOUNT THE DIGITALIZATION OF ENTERPRISE DEVELOPMENT

Today, rapid business transformation with the creation of new business models that would ensure the profitability of the enterprise, taking into account modern realities, is becoming necessary. An integrated business model is becoming a powerful tool for achieving rapid transformation, taking into account the integration of processes taking place in a modern, unified economic system. The purpose of this article is to study and analyse current trends in the creation of new integrated business models that ensure the profitability of enterprises and accelerate business processes through the use of the latest digital technologies and elements of artificial intelligence. The article is aimed at identifying the possibilities of using integrated business models in marketplaces to improve business efficiency and ensure the quality of products and services that meet modern requirements. The article uses methods of generalisation, analysis and synthesis, as well as materials of calculated data on the profitability of organisations, profitability, depending on the introduction of innovative technologies. Modern integrated models of doing business are being created with the help of marketplaces, which are aimed at rapid communication between producers, suppliers and consumers. At the same time, all business processes are accelerated many times over, and with the use of artificial intelligence elements, they are becoming increasingly qualitative, allowing a person, as the most valuable resource in terms of his or her intellectual labour, to use his or her time as a resource for the purpose of further developing the business model, freeing himself or herself from routine work. The special contribution of this article to the scientific field is a new view on the need to introduce the latest digital technologies and elements of artificial intelligence to create hybrid transformative business models in order to accelerate business processes and ensure the quality that meets the requirements of modern society.