This paper analyzes the process of digital transformation with a special focus on the role of artificial intelligence (AI) as a key driver of modern business. The aim is to examine how the integration of AI technologies into marketing, production, finance, and sales functions contributes to process optimization and strengthening companies’ competitive advantage. The research is based on a theoretical analysis of contemporary scientific sources and practical examples of artificial intelligence application in global and regional business environments. The results indicate that artificial intelligence significantly increases operational efficiency and personalization of the customer experience. However, successful implementation requires overcoming challenges such as high costs, lack of skilled workforce, and employee resistance to change. The paper concludes that digital transformation is not only a technological issue but a strategic necessity for long-term survival in the digital market.

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