ЦИФРОВІЗАЦІЯ І ПІДПРИЄМНИЦТВО: ОСНОВНІ АСПЕКТИ СЬОГОДЕННЯ
Authors: Шевченко Ірина Олександрівна , Переселков Володимир Ігорович 
Published: January 2025

The modern world is rapidly changing under the influence of digital technologies. All spheres of life, including entrepreneurship, have undergone significant transformations. Until recently, traditional business relied on traditional, fundamental methods of management, marketing and communications, today in the conditions of sustainable development, entrepreneurs face the challenges of the digital age and have to adapt to new realities. Digitalization has become one of the main drivers of economic development, in particular in Ukraine. It allows you to optimize business processes, open new markets, improve the quality of customer service and significantly increase the competitiveness of enterprises. However, along with new opportunities, digitalization also creates certain challenges that require rapid adaptation and implementation of new strategies. Purpose of the study.The purpose of the study is to determine the main aspects of the interaction of digitalization and entrepreneurship by identifying the advantages, challenges and prospects for the development of such a combination. The object of the study is the process of interaction of digitalization and entrepreneurship. The methods used in the study were modern methods and principles of scientific knowledge, general theoretical and specific research methods, which allowed us to reveal the process of digitalization in entrepreneurship. The main hypothesis of the study was the assumption of the possibility of improving traditional entrepreneurship by introducing digitalization aspects. Presentation of the main material of the study. The work pays attention to the process of digitalization and entrepreneurship. By revealing the main aspects, the authors identified key positive aspects, which consist in automation, big data analysis, the use of artificial intelligence, increasing labor productivity, etc. At the same time, the authors of the study emphasize the need to disclose the risks associated with the digitalization process in entrepreneurial activity, namely: cybersecurity threats, regulatory restrictions, resistance to change, etc. The authors confidently noted the stability of modern tendencies and trends, which are clearly visible and affect business development. The originality and practical significance of the study is confirmed by the possibility of using certain conclusions at enterprises that are currently gradually implementing digitalization. Conclusions and prospects for further research. Digitalization has become an integral part of the development of modern entrepreneurship. It opens up new opportunities for growth, increasing business efficiency and competitiveness. However, to achieve success in the digital economy, entrepreneurs need to be flexible, ready for change and constantly adapt their strategies to new market conditions. A comprehensive view of digital transformation shows that the megatrend of digitalization not only brings with it progressive technological innovations, but also poses new challenges for companies. To survive in the competition for digital excellence, it is necessary to develop a digital strategy for the future that takes into account not only current events, but also long-term prospects. Sustainable development of digitalization requires flexible adaptation of corporate culture and structures to the ever-changing digital landscape.