Abstract
The article is devoted to a comprehensive analysis of the features of optimising the digital transformation of international business in the context of rapid technological, economic and social changes. The paper reveals the essence of digital transformation as a multidimensional process that includes the integration of the Internet of Things, artificial intelligence, cloud services, data analytics and other technologies capable of ensuring the increased efficiency and adaptability of companies in global markets. The main focus is on the need to take into account regional differences, local regulatory conditions, cultural characteristics, and the level of technological readiness of markets, which makes it possible to form balanced and flexible digital strategies in the international business environment. The study demonstrates that digital technologies are significantly changing the structure of global value chains, increasing the transparency of operations, shortening production cycles, and forming new formats of interaction between business and government institutions. Considerable attention is paid to changes in the labour market caused by digitalisation, which require a reorientation towards highly skilled personnel and accelerated updating of competencies. The author also emphasises the importance of systematic measurement of the digital economy as a tool for improving strategic effectiveness and timely adjustment of management decisions. The article analyses the unevenness of digital progress between countries, the impact of generative AI on business adaptability, and the key demographic, infrastructural, economic and technological factors that determine the speed and effectiveness of transformations. It shows that successful digital transformation requires not only technological innovation, but also a profound rethinking of business models, the development of digital ecosystems, the integration of sustainable approaches, and the use of conceptual frameworks for comprehensive change management. The results of the study emphasise the strategic importance of digitalisation for the long-term competitiveness of international companies and outline directions for further improvement of digital strategies.
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