ARTIFICIAL INTELLIGENCE AND BIG DATA IN THE DIGITAL TRANSFORMATION OF ENTREPRENEURSHIP

Анотація

Background. The article examines the current state of digital transformation in Ukrainian enterprises, with a particular emphasis on the roles of artificial intelligence (AI) and big data. It assesses companies' levels of digital maturity, the prevalence of digitalization strategies, and the main barriers to adopting new technologies. Using sociological survey results, the study examines how digital innovations impact large, medium-sized, and small enterprises as distinct business forms. It draws general conclusions and highlights promising directions for future research. Methods. To obtain the research findings, a range of modern scientific methods was employed: historical and logical analysis to trace the evolution of the digital economy; the expert assessment method to interpret the results; and the index method for the quantitative evaluation of enterprises' digital maturity levels. The empirical basis consists of an online survey of 48 Ukrainian enterprises of varying sizes (small, medium, and large) and sectors (IT, industry, trade, logistics, finance, and agriculture). The sample was selected using purposive and stratified sampling principles: only enterprises that had implemented – or declared their intention to implement – digital technologies within the past two years were invited to participate. This approach ensured coverage of diverse business models and allowed for comparisons of digital maturity across industries and enterprise scales. At the same time, the authors acknowledge that the sample size is not representative of the entire Ukrainian economy. Consequently, the conclusions reflect typical trends and patterns observed among enterprises already engaged in digital transformation. Results. The analysis revealed that most Ukrainian enterprises are at an intermediate level of digital maturity, with only a small proportion having achieved a high level. The study established a clear positive correlation between the presence or development of a digitalization strategy and higher digital maturity. Companies are most widely adopting customer relationship management (CRM) systems and industrial Internet of Things (IIoT) solutions for digital transformation. Organizations implement artificial intelligence (AI) and big data technologies more gradually. Large enterprises predominantly report positive outcomes from adopting digital technologies, whereas medium-sized and small enterprises show more heterogeneous results. The survey respondents identify financial constraints, employee resistance to change, inadequate technical infrastructure, and a shortage of qualified personnel as the primary barriers to digitalization. Conclusions. The study confirms that the adoption of artificial intelligence and big data technologies enhances productivity, improves decision-making, and strengthens competitive advantage for Ukrainian enterprises. Nevertheless, significant barriers persist, including financial constraints, staff resistance to change, and deficiencies in technical infrastructure and skilled personnel. To amplify the benefits of digital transformation, comprehensive support measures are essential, such as financial incentives, targeted training programs, and professional consulting services.

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