DIGITALIZATION AND ARTIFICIAL INTELLIGENCE AS FACTORS IN THE ADAPTIVE DEVELOPMENT OF UKRAINIAN RETAIL ENTERPRISES UNDER CRISIS CONDITIONS

Summary

This article researches the role of artificial intelligence as a key instrument for the innovative development of Ukrainian retail enterprises in the context of the post-crisis economic transformation. It is argued that digitalization and the implementation of AI contribute to increasing the efficiency of business processes, optimizing resource management, improving logistics, and enhancing customer interaction. Current trends in the development of the global artificial intelligence market and the level of its use by domestic enterprises are analyzed. The main areas of AI application in the trade sector are identified, including demand forecasting, inventory management, personalization of offers, and automation of operational processes. It is demonstrated that the use of artificial intelligence technologies ensures the formation of competitive advantages and increases enterprises’ resilience to external challenges. The feasibility of applying a comprehensive approach to AI implementation, taking into account organizational, technological, and institutional factors of development, is substantiated.