ARTIFICIAL INTELLIGENCE AS A DRIVER OF DOMINANCE OF DIGITAL PLATFORMS

Introduction. Artificial intelligence (AI), as an integral part of the development and effective functioning of modern business, has become one of the determining factors affecting the competitive environment. Tech giants are increasing their funding for AI every year and using its algorithms to strengthen their dominant position in digital markets. That is why it is important to understand the nature of this phenomenon and identify potential risks to the competitive environment in digital markets. Purpose. To assess the competitive effects of the use of artificial intelligence by digital platforms in the implementation of their own market strategies.. Research methods. The main methods used include analysis, synthesis and generalization, comparison, induction and deduction, graphical.