ЗАСТОСУВАННЯ ІННОВАЦІЙНИХ ТЕХНОЛОГІЙ В ДІЯЛЬНОСТІ ПІДПРИЄМСТВ В УМОВАХ ДІДЖІТАЛІЗАЦІЇ БІЗНЕСУ, В УКРАЇНІ

Relevance of the research topic. Changes in legislation and regulation aimed at supporting digital transformation are creating new opportunities for businesses. Ukrainian enterprises need modernization and adaptation to modern conditions of competitive business. Digital technologies are a powerful tool for increasing the efficiency and competitiveness of enterprises. Ukraine's integration into Euro-Atlantic structures, such as the European Union and NATO, creates new opportunities and requires enterprises to meet standards and requirements. All this creates a basis for discussing the impact of Euro-Atlantic integration on digital modernization. Formulation of the problem. Ukraine, like other countries, faces the need to modernize its business in conditions of deep changes in the world economy. This modernization includes the transition to digital transformation, which is an urgent strategic goal for many Ukrainian enterprises. The implementation of digital technologies and processes confronts enterprises with numerous challenges and problematic issues. Analysis of recent research and publications. In general, this problem attracts considerable attention of both Ukrainian and foreign researchers. They explore various aspects of business digitalization and examine its impact on enterprise modernization in the context of Euro-Atlantic integration. However, the task of further research may be the integration and generalization of the results, the development of specific recommendations for Ukrainian enterprises and the determination of optimal strategies for their development. Selection of unexplored parts of the general problem. The interaction of digital technologies and Euro-Atlantic European integration at the level of individual enterprises and industries, as well as the analysis of practical examples of the implementation of digital initiatives in small businesses, have not been sufficiently studied. Additional research is needed to study cyber security issues, the development of financial models for enterprises, the study of ethical issues related to the collection and processing of data in the digital environment, as well as the impact of Euro-Atlantic integration on legislation in this field. Problem statement, research goals. The research is aimed at studying the impact of Euro-Atlantic integration on the process of digitization of Ukrainian enterprises, as well as determining the key factors that influence this process. The article aims to contribute to the understanding and effective use of opportunities that open up to Ukrainian enterprises due to integration with Euro-Atlantic structures in the context of business digitalization. Methodology of the study. Complex of scientific abstraction, theoretical comparative analysis and synthesis of own innovative ideas. Presentation of the main material (results of work). An overview of the degree of use of digital technologies in Ukrainian business was conducted, including statistical data, the level of infrastructure and the activity of enterprises in this direction. The influence of Euro-Atlantic integration processes on the development of digital technologies in Ukraine is analyzed, in particular in the context of the harmonization of legislation and ensuring access to European markets. Key factors affecting the successful implementation of digital projects in Ukraine and obstacles that may arise in this process have been identified. Based on the obtained results, recommendations were formulated for Ukrainian enterprises and state bodies on issues of speeding up the process of digitization and Euro-Atlantic integration. In conclusion, the main conclusions of the study are given, indicating the relevance and importance of further measures for the development of Ukrainian business in the context of digital modernization and integration with Euro-Atlantic structures. Field of application of results. Training of applicants in the specialty 073 "Management" with medium and long-term strategic vision. Conclusions in accordance with the article. Digitization opens up new opportunities for small and medium-sized enterprises to develop and carry out international operations. However, it also creates challenges in securing investment and training. The development of the digital market in Ukraine promotes the emergence of new innovations and creative services. The digital market in Ukraine is connected with Euro-Atlantic integration through harmonization and increasing the competitiveness of Ukrainian enterprises on European markets. The key technologies of digital transformation in Ukraine include Internet of Things (IoT), blockchain, artificial intelligence, virtual reality, etc. These technologies directly affect the development of business in Ukraine. A SWOT analysis allows you to track the strengths and weaknesses of a business in the context of digitalization, as well as identify opportunities and threats in the market. PEST analysis examines political, economic, social and technological factors affecting business in the context of Euro-Atlantic integration and digital transformation. The digital economy is becoming an increasingly important component of Ukraine's GDP and contributes to the growth of national business and raising the standard of living of the population.

The article presents the results of a study of the state of the hotel and restaurant business in Ukraine in general and the Transcarpathian region in particular in the context of crisis phenomena. The authors analyse the peculiarities of functioning of hospitality enterprises in the context of military operations on the territory of Ukraine. The research provides an analytical review of the legislative framework and social factors that have influenced the activities of hospitality enterprises in conditions of instability. It also identifies the problems and prospects for the development of the hotel and restaurant business in the context of overcoming the consequences of military operations, European integration processes and legislative changes, and outlines promising ways of future recovery of the hospitality sector as a component of tourism. The purpose of the article is to conduct an analytical study of the state of the hotel and restaurant business in the post-covid period and the active phase of the military conflict, and also the impact of state regulation on overcoming such destructive factors against the background of Ukraine's European integration processes. Methodology. The study was conducted on the basis of an analysis of statistical indicators of the performance of temporary accommodation (accommodation) and catering enterprises, based on analytical and statistical materials of official statistics of the Zakarpattia Oblast for the period from 2020 to 2024, provided by the Main Department of Statistics in the Zakarpattia Oblast. The legal framework and regulatory documents related to the identified issues were analysed. The paper analyses the state and needs of SMEs in Ukraine as assessed by local hromadas, as well as an analytical study based on a survey of owners of hotel and restaurant businesses in Zakarpattia Oblast through personal interviews. The monitoring study covered 50 enterprises of different sizes and different forms of ownership. Results. The publication analyses the factors that stimulate the activity of enterprises in the accommodation sector, describes the destructive factors that suppress or complicate the activity of enterprises in this sphere of economic activity, and considers the state policy aimed at supporting the hotel and restaurant business and the tourism sector in general. The authors identify the commonality of problematic issues for the hromadas of Ukraine on the way to the future post-war reconstruction of the hospitality and tourism sector, as well as the functioning of this sector today. The research lists the opportunities for business on the way to European integration and the challenges associated with it. As a result, the authors suggested ways to accelerate and facilitate the integration of the local hotel and restaurant business, improve the legislative framework at the state and local levels for the development of the hotel and restaurant sector and its de-shadowing, and also emphasised the importance of close cooperation of SMEs with state and local authorities in terms of support, development promotion, investment prospects and implementation of European legislation in the activities of such enterprises.

Introduction. The development of computerization and digital technologies in the world leads to their widespread use in the educational process of higher education, at the same time, the modern digital society poses new challenges for national education in terms of training students, who will flexibly adapt to real-life practical situations, think creatively, generate ideas, freely navigate information flows, and be able to search, process, create and use digital information through technical, software, hardware, network and other means of digital technologies. The use of such technologies is extremely relevant today, as there is an urgent need for new approaches to the training of physical therapy specialists due to a number of social factors associated with the deterioration of the health of different age groups, an increase in injuries and disabilities among civilians and military personnel caused by military operations in our country. The purpose of the publication is to substantiate the use of digital technologies in the training of future specialists in the specialty 227 Therapy and Rehabilitation of the educational program "Physical Therapy". Methods. Theoretical analysis of scientific sources, generalization, systematization and comparison of the collected material, modeling. Results. The concepts of pedagogical technology, innovative technology, digitalization of education, digital technology, medical information system have been clarified. The specifics of training specialists in the speciality "Physical Therapy" and functional responsibilities in the future profession are clarified. The article outlines the positions of domestic scholars on the interpretation of the term "digital technology". Some consider this concept as digital resources (platforms, applications, messengers, programmes), others as teaching methods, technical (computer) learning tools. In most scientific sources, the definition of digital technology is presented in terms of various options for combining elements of existing other technologies (interactive, project-based, person-centered) with computer-based learning tools. It has been found that digital technologies are actively used not only in the educational process of higher education institutions, including medical ones, but also in the practical activities of health care institutions. Attention was focused on the practical use of educational simulations, telemedicine, teleexamination, online consultation, electronic health care system (eHealth), medical information systems (Health 24, Doctor Eleks, Helsi), and artificial intelligence in the work of physical therapists. The article presents variants of combining elements of digital and other teaching technologies in practical classes in the discipline "Pedagogy and the Art of Teaching" for students of the second (master's) level of the educational programme "Physical Therapy", speciality "Therapy and Rehabilitation". Conclusion. The use of digital technologies in combination with elements of other innovative technologies ensures effective training of future physical therapists and enriches the process of communicative interaction between the teacher and students in practical classes in the discipline "Pedagogy and the Art of Teaching" for second (master's) level students. Further research needs to highlight the problem of distinguishing between methods and means of teaching that encompass digital technologies. Further research needs to highlight the problem of distinguishing between methods and means of teaching that encompass digital technologies.

Digital technology, artificial intelligence, the internet of things, and innovative technology applications are gradually transforming businesses and governments in emerging markets making them more competitive and offering opportunities for economic growth and prosperity. This chapter demonstrates Egypt's potential to enable a knowledge society through the deployment of emerging technology tools and applications across different sectors of the society. The chapter analyzes the critical success factors that are necessary for the realization of a digitally driven society where information is seamlessly exchanged for the optimal utilization of resources for decision-making purposes at the government, public, and private sector levels. The chapter highlights the need for the formulation of a nation-wide entrepreneurial ecosystem that promotes a tech-startup culture that can effectively contribute to transforming the society by enabling inclusion, universal access to the internet, more diversified educational opportunities and a comprehensive and conducive environment to development.

The introduction of digital technologies by business entities and their impact on the operational activities and financial discipline of transport companies in the fourth digital revolution are studied. Industry 4.0 is a fully automated production with real-time control. The sphere of transport in Industry 4.0 is characterized by the following processes of digitalization development: use of big data and cloud technologies; robotics development; the spread of the IoT; blockchain; crowdsourcing. Today, the next direction of digital technologies in transport is being developed, such as traffic control automation. The introduction and use of information technology to manage operational activities in transport enterprises is a control over the condition and location of vehicles, cargo or drivers on the basis of GPS-technologies and on- board computer systems. The next direction of introduction of digital technologies in transport is the use of electronic logistics. The financial discipline of transport enterprises is carried out by various digital technologies that analyze and control the activities of enterprises, namely: electronic data interchange (EDI), FMS fleet management system, electronic financial transactions, CCTV cameras, cataloged databases. The competitiveness of transport companies is now inextricably linked with the use of digital technologies in operational activities and to ensure financial discipline, it is effective to: stimulate the transition to payment information and electronic circulation of invoices between companies; creation of electronic files which will allow to keep the detailed account of all components of work of the transport enterprise; for the effective application of digital technologies for the development of "electronic skills"; use of Digital Data, Big data, blockchain, crowdsourcing and other technologies.

BackgroundThe COVID-19 pandemic is favoring digital transitions in many industries and in society as a whole. Health care organizations have responded to the first phase of the pandemic by rapidly adopting digital solutions and advanced technology tools.ObjectiveThe aim of this review is to describe the digital solutions that have been reported in the early scientific literature to mitigate the impact of COVID-19 on individuals and health systems.MethodsWe conducted a systematic review of early COVID-19–related literature (from January 1 to April 30, 2020) by searching MEDLINE and medRxiv with appropriate terms to find relevant literature on the use of digital technologies in response to the pandemic. We extracted study characteristics such as the paper title, journal, and publication date, and we categorized the retrieved papers by the type of technology and patient needs addressed. We built a scoring rubric by cross-classifying the patient needs with the type of technology. We also extracted information and classified each technology reported by the selected articles according to health care system target, grade of innovation, and scalability to other geographical areas.ResultsThe search identified 269 articles, of which 124 full-text articles were assessed and included in the review after screening. Most of the selected articles addressed the use of digital technologies for diagnosis, surveillance, and prevention. We report that most of these digital solutions and innovative technologies have been proposed for the diagnosis of COVID-19. In particular, within the reviewed articles, we identified numerous suggestions on the use of artificial intelligence (AI)–powered tools for the diagnosis and screening of COVID-19. Digital technologies are also useful for prevention and surveillance measures, such as contact-tracing apps and monitoring of internet searches and social media usage. Fewer scientific contributions address the use of digital technologies for lifestyle empowerment or patient engagement.ConclusionsIn the field of diagnosis, digital solutions that integrate with traditional methods, such as AI-based diagnostic algorithms based both on imaging and clinical data, appear to be promising. For surveillance, digital apps have already proven their effectiveness; however, problems related to privacy and usability remain. For other patient needs, several solutions have been proposed, such as telemedicine or telehealth tools. These tools have long been available, but this historical moment may actually be favoring their definitive large-scale adoption. It is worth taking advantage of the impetus provided by the crisis; it is also important to keep track of the digital solutions currently being proposed to implement best practices and models of care in future and to adopt at least some of the solutions proposed in the scientific literature, especially in national health systems, which have proved to be particularly resistant to the digital transition in recent years.

The direction of the research is based on the problem of using an artificial element in the field of tourism and hospitality. In the section, the author emphasizes the relevance of the implementation of artificial intelligence tools in the activities of hospitality enterprises, which is connected with the active growth of the market after the previous years of recession. Accordingly, the research hypothesis consists in the assumption that the effective use of artificial intelligence tools in the operational activities of hospitality enterprises contributes to the formation of customer-oriented business. The main goal of the study is the analysis of artificial intelligence tools in the activities of enterprises in the field of tourism and hospitality. The chapter emphasizes the idea that in the new digital era, technology collaborates with human senses and intelligence to offer a convenient customer experience across both online and offline channels. This approach leads to increased efficiency, productivity, and a deeper understanding of customer services. Digital technologies also contribute to the progress of such a component as marketing in order to optimize the entire travel process, focusing on the wishes of customers, and not on the actions of competitors. In conclusion, the author offers a technology stack of the optimal chatbot of the HoReCa segment, which will allow to fully automate the processes from the creation of an order by the customer to feedback from the client in the form of feedback upon completion of the order. The application of the latest modern information technologies can give impetus to the development of the restaurant and hotel business, therefore, choosing the optimal combination of progressive digital solutions and a scientific approach to the HoReCa segment is an urgent task.

The article presents the results of a study of the development and legal support of small and medium-sized businesses in Ukraine. There were considered the legislation and regulations governing the activities of small and medium enterprises in Ukraine. The basic principles of the system of state support for the development of small business as a factor of economic growth of the state were determined. It was studied the structure of state support of small and medium business development by direct and indirect instruments. It was found that state support for small business development is implemented through programs and projects coordinated by international, national and regional support institutions. The peculiarities of financial and credit provision of small and medium enterprises were established. There were determined the instruments of state support of SME enterprises in the field of lending, including such as introduction of state lending programs, guarantees for loans, compensation of interest rates on loans, etc. It was conducted an analysis of the activities of small and medium-sized businesses in Ukraine in 2016-2020 and the main factors influencing its development were identified. The structure and quality of the loan portfolio of the banking sector of Ukraine were studied and the process of bank lending to small businesses was assessed. There were reviewed the state programs providing partial interest rate compensation and state loan guarantees, including the state program of lending to small and medium-sized enterprises «Affordable Loans 5-7-9%», which laid the preferential basis for SME lending by Ukrainian banks. The main advantages and disadvantages of this program and prospects for its improvement were identified. Based on the analysis of theoretical aspects and world and domestic practice, there were substantiated the directions of increasing the efficiency of small and medium business in Ukraine in the context of intensifying bank lending and state regulatory, legal and financial support for its development. It was substantiated that stimulating the development of small and medium business in Ukraine within the programs of state support and bank lending are important for overcoming socio-economic disparities.

The main purpose of this work is to determine the peculiarities of the business activity of industrial enterprises of Ukraine in modern realities and to find ways to increase it. The main interpretations of the concept of "business activity", its main quantitative and qualitative characteristics have been studied. It was determined that business activity is a complex characteristic of the efficiency of the external and internal activity of the enterprise, which is built on the basis of its quantitative and qualitative indicators and reflects the efficiency of the use of all available resources (financial, material, intangible, labor), position on the market, its image and economic potential enterprises. The relevance of research in modern realities, the need to assess business activity is revealed. The impact of business activity on the functionality of enterprises, the main external and internal factors that affect the level of business activity are determined. The essence of the "golden rule of economics", its influence on the level of business activity of the enterprise is considered. It was determined that the higher the rate of growth of net income from the sale of products at the enterprise than the rate of growth of the value of assets, the higher the level of business activity will be. The methodological aspects of the analysis of business activity were studied, the analysis of the level of business activity of industrial enterprises of Ukraine for the years 2016-2020 was carried out, using asset turnover ratios. The business activity of the enterprise in the financial aspect is primarily manifested in the speed of rotation of its liabilities, assets and their components. The importance of turnover indicators is explained by the fact that turnover characteristics largely determine the level of efficiency and profitability of the enterprise. The main problems that can cause a decrease in the level of business activity have been identified. It was revealed that the main problem of ensuring business activity is military operations as a result of the Ukrainian-Russian war, the influence of the factor on the functionality of enterprises was investigated. The main ways of ensuring the business activity of the enterprise in modern conditions have been determined on the basis of surveys of entrepreneurs and the plan of economic recovery of Ukraine proposed by the Ministry of Economy.

The article analyzes the peculiarities of foreign economic activity of small and medium-sized enterprises in Ukraine in the context of digital transformation of state support, crisis challenges, and gradual integration into the EU market. Hypotheses are formulated that the participation of small and medium-sized businesses in foreign economic activity is uneven across enterprise size categories; support policy in 2016–2023 evolved under the influence of external challenges, and digital tools for institutional support and interna­tional cooperation contributed to the growth of their involvement. Statistical analysis methods were used to study the main trends in the foreign economic activity of enterprises. Comparative statistical analysis was used to compare trends in the foreign economic activity of enterprises with different numbers of employees. The dynamics of the main indicators of exports, imports of manufactured products, and the share of sales from e-commerce in total sales by type of enterprise (micro, small, medium, and large) in 2016–2023 were studied. The stages of state policy to support the foreign economic activity of small and medium-sized businesses in Ukraine were systematized. The stages of state policy to support the foreign economic activity of small and medium-sized businesses in Ukraine have been systematized. The evolution of the policy to support the foreign economic activity of enterprises of various sizes has been substantiated in stages: strategic planning; institutional formation; digital adaptation; crisis response; digital integration and scaling. The key barriers to the participation of small and medium-sized enterprises in foreign economic activity and e‑commerce have been identified, and the main institutional initiatives that contribute to expanding their internationalization potential have been described. The main result is the justification of targeted instru­ments for differentiated, digitally oriented support for the internationalization of small and medium-sized enterprises, taking into account their size and state of development. The practical value of the research lies in laying the foundations for the modernization of the internationalization policy of small and medium-sized enterprises in Ukraine, taking into account current challenges and opportunities.

Digital Technology Use in US Community-Dwelling Seniors With and Without Homebound Status

The use of ERP systems is becoming an integral part of business information support and allows enterprises to rationalize the use of resources. The purpose of the article is an in-depth analysis of the use of ERP systems in the activities of enterprises, identification of the advantages and limitations of their practical application, which allow the development of ERP systems on the basis of technological, organizational and cognitive convergence to meet the changing needs of modern business. The study used the methods of case analysis, synthesis, and graphical visualization of information. The paper develops the applied aspect of certain areas of modern institutional economic theory, in particular the theory of evolutionary economics. Attention is focused on how the factor of technological progress affects the transformation of company management due to the principle of bounded rationality. The study summarizes the practice of using ERP systems and analyzes the relationship with the processes of convergence of information, communication, management, and cognitive technologies. The factors of rational use of resources based on ERP system data for four types of operating models of companies are identified. They are identified depending on the level of standardization and integration of business processes. Integration contributes to the rational use of resources through the automation of routine processes but requires several business units to use common practices for working with information in terms of its receipt, registration, storage, confidentiality, and distributed access. Standardization brings cost savings and efficiency by unifying and speeding up business processes but limits the ability to transform individual processes to adapt to rapid changes in the environment. The results of the study will help enterprises when implementing or transforming ERP systems to determine their desired configuration, in accordance with business needs, while maintaining the required level of adaptability of business processes. The results will also be useful for researchers conducting comprehensive studies of the impact of information technology on business operations. Technological advances mean that ERP systems continue to evolve and integrate with other technologies, such as artificial intelligence, the Internet of Things, and machine learning, to provide businesses with valuable context that transforms information into unique knowledge, which outlines the prospect for further research.

In recent decades, the world has been experiencing the modernization of traditional manufacturing and service indus-tries in the global penetration of new information technologies into all spheres of social life. Digitization (or the economy dependent on digital technologies) gives a new impetus to creating new markets, new digital skills, and opportunities in society, business, and the state. Digitization of the economy is a particular stage of the modern development of scientific and technical progress, which is associated with the comprehensive implementation of Internet networks, computer and infor-mation technologies, electronic trade and commerce, cloud services in industrial, social, public, and other spheres of activity, as well as affect all sectors of the economy. The development of information technologies and systems today facilitates the work and management of the company. It improves the enterprise's activity in general, creating new opportunities and in-creasing the efficiency of the creation of each employee and staff in general. The impact of information technologies is at all stages of the company's activity – from business planning to changing the direction of action. Currently, completing indus-trialization and transitioning to Industry 4.0, the country is digitizing all economic activity, creating and developing new innovative products and technologies at an accelerated pace, dominated by digital platforms, artificial intelligence, in-formatization, and automation. The main goal of the economic transformation processes of digitization is the transformation of production into a flexible one adapted to existing realities, which increases the country's competitiveness in the "digital space". Digitization is a means of obtaining the necessary results that meet modern society's and businesses' needs for addi-tional profits. The digital economy requires knowledge about advanced goods and services and increasing the importance of innovation in the sustainable development of the world economy. The amount of information inherent in the digital economy fundamentally changes the functioning of markets, creating new development opportunities. Management processes are also changing, which in the digital economy are based on the transparency of management and decision-making processes and on the completeness and accuracy of source information. Digital technologies make it possible to process large amounts of in-formation to make optimal economic decisions, as well as improve the quality of the processed data. Keywords: digital economy, digital technologies, digitalization, economic processes, competitive environment.

Technological advancements play a critical role in business, as they transform organizational operations and consumer behavior, reshaping key business practices and creating new market opportunities. Digital and information technologies contribute to enhanced decision-making, operational efficiency, business model innovation and sustained competitive advantage. Technologies, such as the internet and computer networks, facilitate interactive communication and personalization, enabling companies to collaborate with and learn from customers, thereby delivering services tailored to their evolving needs (Hoffman et al., 2022; Rust and Espinoza, 2006). By collecting and storing customer data, including purchase patterns, timing, location and frequency, enterprises can analyze consumer behavior, enabling the provision of individualized products and services (Rust and Espinoza, 2006). Today, data analytics and business intelligence tools transform vast quantities of data into actionable insights about market trends and customers (Sun et al., 2018). Analysis of spending patterns and transactional data yields a sophisticated understanding of customer preferences and financial behaviors, enabling more effective product recommendations and marketing strategies (Theodorakopoulos and Theodoropoulou, 2024), thereby accelerating the development of new products and services.Digital transformation continues to strengthen firms’ competitiveness by automating repetitive tasks, thereby enhancing operational efficiency (Shahid Iqbal et al., 2018). Moreover, companies have been increasingly incorporating artificial intelligence (AI) applications into their business model. Startups can leverage AI to develop innovative business models aligned with environmental sustainability principles (Jorzik et al., 2024).Contemporary research at the intersection of business and digital technology encompasses several key areas. First, AI has emerged as a central focus, with studies examining its role in organizational decision-making, addressing ethical challenges posed by algorithmic bias and exploring new frameworks for effective human–AI collaboration (Enholm et al., 2021). Second, big data analytics research investigates critical issues of data governance and the cultural transformation necessary for organizations to become genuinely data-driven (Aseeri and Kang, 2022). Third, digital transformation represents a significant research domain (Kraus et al., 2022; Nguyen et al., 2024), with scholars examining implementation strategies, the pivotal role of leadership and approaches to managing organizational resistance during technological change (Martínez-Falcó et al., 2025; Porfírio et al., 2021). Fourth, as organizations become increasingly dependent on digital infrastructure, cybersecurity research examines emerging threat patterns and quantifies the economic consequences of security breaches (Corallo et al., 2020). Finally, emerging technologies such as blockchain continue to attract scholarly attention, particularly regarding their capacity to enhance transparency and establish trust in applications ranging from supply chain management to financial services (Frizzo-Barker et al., 2020).While current literature provides a robust understanding of the application of digital technology and its influence on business performance, several avenues present opportunities to advance the field. First, there is a pressing need to develop ethical AI frameworks that address the risk of bias, discrimination and privacy violations (Enholm et al., 2021). Second, investigating the convergence of technologies offers a promising direction for understanding their synergistic effects on creating intelligent systems (Wang et al., 2022). Third, from a macro perspective, advanced technology enables innovations that align with environmental sustainability goals (Kumar et al., 2025), which points to the importance of further research on green technologies for sustainability (Le-Dinh et al., 2025). Fourth, conceptual frameworks for integrating new technologies into businesses remain nascent, as academic research primarily relies on firm-level theories such as the resource-based view theory, dynamic capabilities theory and technology-organization-environment theory (Zhang et al., 2020; Mandal, 2018). Fifth, from a management standpoint, business-IT alignment represents a critical research area and a major concern for company managers, as many firms still treat AI as a separate activity operating in parallel to the business team (Yeow et al., 2018). Maintaining business-IT alignment is challenging yet essential to ensure that IT solutions adequately address the constantly evolving business needs (Andre et al., 2024). Finally, more research that comprehensively examines how consumers perceive, adopt and utilize digital technologies is crucial, as it can help businesses develop and implement effective digital strategies.The Journal of Trade Science welcomes submissions that explore the directions mentioned above, as well as others that address contemporary technological trends and issues. We look forward to receiving your research and collaborating to advance current understanding of the application and impact of digital technology in business.

Abstract. Introduction. The new socio-economic reality that emerged during the COVID-19 pandemic crisis has forced modern business to adapt all its commercial processes, including the recruitment process, to “new norms”. Virtual communications are now becoming a daily standard since most companies face the impossibility to implement its recruitment processes in traditional ways successfully. This means that remote recruitment will become a new norm for implementation in the process of personnel management. Therefore, there is a need to find and examine the best digital forms and tools for remote recruitment during COVID-19 and in the post-pandemic period. Purpose. Despite the scientific achievements in the study of innovative and digital technologies of recruitment, there are no answers to the questions “How exactly should the recruitment process be implemented remotely?” and “What innovative recruitment technologies can ensure its effectiveness in the virtual digital environment?” All of this determines the need and relevance of the study. Therefore, the aim of the article is to define conceptual and applied foundations for remote recruitment implementation in virtual digital environment within the context of social distancing which is associated with the COVID-19 pandemic. Results. The article examines some innovative technologies for the remote recruitment process in terms of social distancing. The main tendencies of remote recruitment have been analyzed; the directions of recruitment process transformation in time of social distancing have been identified; recommendations for further transformation of the remote recruitment process have been developed. The article generalizes types of software for remote recruitment and forms a digital ecosystem model for remote recruitment, which includes digital tools for recruitment process automation, candidates attracting platforms, social recruitment technologies, artificial intelligence, and robotics tools. The main challenges and possible answers to digitalization and remote recruitment in the pandemic and post-pandemic periods have been validated. Conclusions. The remote format has significantly transformed existing trends in the recruitment process. These trends will shape new methods of attracting, selecting, and recruiting job candidates. Analysis of the methods and their peculiarities allowed us to conclude that its effective implementation in the digital environment depends on innovative technologies, namely: collaborative recruitment, marketing recruitment, employer branding, transfer (soft) skills, artificial intelligence, and selection. On the other hand, selection should consider, among others, socio-cultural diversity, candidate databases, digital selection, selection of project staff, recruitment based on big data, flexibility, and involvement of generation. To be effective, the recruitment process may use online advertising on job portals, artificial intelligence based on screening algorithms and resume filtering to select promising candidates, online skills testing, communication via e-mail messengers and recruitment chatbots, video interviewing. The following sequence of subprocesses is optimal for remote recruitment: planning and forecasting of workforce challenges, online vacancy announcements placing, usage of digital remote recruitment tools, usage of video interviewing, organization of constant communication with the remote recruitment team, organization constant communication with candidates and virtualization the process of adaptation. In our opinion, the current digital tools for automating remote recruitment include following groups of software: for screening candidates, for automating recruitment, for attracting talents, for video interviews and for operating with job platforms. The main way to ensure effective implementation of remote recruitment in the context of social distancing is to build and maintain a digital ecosystem of remote recruitment, which should include tools for automating recruitment processes, platforms for attracting candidates, digital technologies for social recruitment, artificial intelligence, and robotics.