Proceedings of the International scientific and practical conference ―Science, Technology and Culture: From Tradition to Digital Future‖ (December 8-10, 2025) / Publisher website: www.naukainfo.com. – Vienna, Austria, 2025. – 183 p.

28 company's activities that contribute to the optimization of the use of various resources, including human resources [1]. Digital transformation is important because it allows companies to become much more flexible and efficient both in implementing their business processes and in achieving strategic goals. As an analysis of modern business practice shows, successful companies whose management has realized the need to implement innovative digital technologies and solutions in their activities and is open to change have a much stronger potential to achieve market leader status. Digital transformation contributes to a better understanding of its consumers by the company, establishing an effective system of mutual communication with them and changing their attitude towards the company's brands. After all, in the modern digital era, consumers have almost unlimited access to huge amounts of information resources about products and services and use this information to make purchasing decisions. Companies that ignore changes in consumer behavior patterns and do not develop their digital promotion and sales channels are likely to lose their own competitiveness [2]. At the same time, companies that have resorted to active use of digital technologies to build and develop customer interactions can significantly improve customer experience, thereby increasing their loyalty. Thus, a well-considered and strategically built implementation of the business digitalization process contributes to generating a number of benefits for the company: – strengthening competitiveness; – saving resources; – optimizing business processes and working with large amounts of data; – increasing customer loyalty and strengthening the brand; – forming the image of the company as a modern structure that meets global trends; – increasing the flexibility and adaptability of the business to modern ultra-fast market conditions. The process of digital transformation does not only involve the installation of software and the development of the company's technical infrastructure, it also