INNOVATIVE TECHNOLOGIES IN THE CONSTRUCTION INDUSTRY: ADAPTING TO CHANGING MARKET CONDITIONS THROUGH DIGITALIZATION AND SUSTAINABLE DEVELOPMENT

Introduction. The construction industry is currently undergoing significant changes driven by rapid technological advancements and fluctuating market conditions. Economic instability, rising costs, and material shortages present new challenges for construction companies. In response to these difficulties, the industry is actively adopting innovative technologies such as Building Information Modeling (BIM), drones, and Augmented Reality (AR). These technological tools have the potential to significantly enhance operational efficiency, cost management, and communication among all stakeholders involved in the construction process. Objective. The objective of this paper is to assess the impact of digital technologies on the effectiveness and sustainability of the construction industry. Special attention is given to the role of tools such as BIM, drones, and AR in improving management processes and communication. The paper explores methods for optimizing business processes through the implementation of modern technologies, analyzes the advantages and disadvantages of these tools, and evaluates their impact on the overall productivity and safety of construction projects. Materials and Methods. To achieve the set objectives, the paper employs various research methods, including literature review, comparative case studies of the implementation of BIM, drones, and AR technologies in construction companies, and surveys of industry experts. Data from practical examples of projects utilizing these tools, as well as statistical data on their impact on costs, productivity, and safety, are used to study the effectiveness of new technology implementations. Results. The study results indicate that the adoption of BIM, drones, and AR significantly improves the operational efficiency of construction companies. BIM facilitates more accurate project planning and control, drones provide real-time data for monitoring progress and site safety, and AR enhances visualization and communication with clients. Additionally, these technologies help reduce costs, lower the likelihood of errors, and improve the overall quality of work. Prospects. The prospects for the development of the construction industry in the context of adopting new technologies appear promising. Further integration of digital solutions is expected to lead to even greater process optimization, cost reduction, and improved project quality. However, it is also important to consider the growing emphasis on sustainable development, which requires companies to implement environmentally friendly practices and materials. In the future, it is anticipated that the combination of technological innovations, effective resource and project management, and a focus on sustainable development will be key to the success of construction companies in the contemporary market.