A B S T R A C T

The purpose of the research is to determine the role of digital transformation and innovation management in enterprise management, to analyze the mechanisms of their impact on productivity, competitive advantage and organizational efficiency. The study assesses the impact of the integration of digital technologies (artificial intelligence, big data, IoT, RPA, etc.) into management processes on business performance, decision-making mechanisms and operational efficiency, both at the theoretical and practical levels.

The methodology of the research – the work used systematic analysis, comparative approach, graphical modeling and empirical data analysis methods. The database was formed by data from international organizations (OECD, World Economic Forum, McKinsey Global Institute), leading analytical research centers and authoritative scientific sources in the field of digital transformation. Application scenarios of digital technologies, productivity indicators and competitive advantage indicators were assessed through comparative analysis.

The practical importance of the research – the results obtained can be used in the formation of digital strategy in enterprises, strengthening innovation management, decisionmaking processes on technology integration. The study also provides practical recommendations in the field of business process automation, digital leadership model, resource optimization and increasing competitiveness. The results are also useful for the development of state digitalization policy and the transformation agenda of industrial enterprises.

The results of the research – the study showed that digital transformation strengthens the value chain of enterprises, reduces operating costs, increases productivity and creates a differentiation advantage through digital innovations. Artificial intelligence and data analyticsbased management not only increase the accuracy of decisions, but also ensure the speed and agility of processes. However, technological adaptation costs, staff shortages, and cybersecurity risks have been identified as the main limiting factors of digital transformation.

The originality and scientific novelty of the research – this study is distinguished by its comprehensive analysis of the impact of digital transformation and innovation management on the competitive advantage of enterprises, and its systematization of the role of technology integration in the strategic development model. The analytical framework presented in the work allows for the formation of new scientific directions for updating management models of enterprises in the digital era and improving competitive strategies.

Keywords: digital transformation, innovation management, competitive advantage, artificial intelligence, big data (Big Data), digital business model, process automation, digital leadership.

https://doi.org/10.30546/2707-2037.052.2.2026.111