STRUCTURAL CHANGES AND DEVELOPMENT TRENDS OF THE DIGITAL SERVICES MARKET UNDER THE CONDITIONS OF E COMMERCE AND ARTIFICIAL INTELLIGENCE TECHNOLOGIES

Анотація

The digitalisation of economic activity, combined with the rapid expansion of electronic commerce and artificial intelligence technologies, has led to significant structural transformations in the global and national markets for digital services.These changes are particularly relevant for Ukraine, where digital services demonstrate resilience to external shocks and play an increasingly important role in export performance.The article aims to identify priority directions for the development of trade in digital services in Ukraine based on an analysis of the market structure and the identification of key development trends at the global and national levels under the conditions of e-commerce expansion and the diffusion of artificial intelligence technologies.The study systematises approaches to the classification of digital services and proposes its expansion through the inclusion of artificial intelligence tools as a distinct category.Structural changes and development trends are analysed across key segments of the digital services market, including digital advertising services, digital intermediary platforms, software, and artificial intelligence tools.The results indicate a steady growth in the role of online advertising platforms, the increasing importance of digital intermediary platforms in electronic commerce, the dominance of B2B segments in software trade, and a gradual shift from locally installed software to cloud-based services.The integration of artificial intelligence into digital services has contributed to the emergence of a new market segment, primarily oriented toward content creation and data processing.The findings provide priority directions for the development of trade in digital services in Ukraine in the context of ongoing technological and structural transformations.

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