THEORETICAL ASPECTS OF ARTIFICIAL INTELLIGENCE TOOLS IMPLEMENTATION STRATEGY FORMATION IN DIGITAL ENTREPRENEURSHIP
Abstract
In the context of digital transformation of the economy, strategic management of artificial intelligence tools implementation in digital entrepreneurship becomes critical for ensuring competitiveness and innovative development of enterprises. The article explores theoretical foundations for developing AI implementation strategies in digital entrepreneurship. The research methodology is based on systematic analysis of scientific works, comparative analysis of approaches to key concepts definition, and synthesis of theoretical concepts. The study systematizes scholarly approaches to interpreting «digital entrepreneurship» and «artificial intelligence» in business context. It reveals that digital entrepreneurship has evolved from simple digitization of business processes to creating innovative digital ecosystems. Digital entrepreneurship is defined as entrepreneurial activity leveraging digital technologies and platforms to create, deliver, and capture value through innovative digital solutions, characterized by network effects, scalability, and ecosystem interdependence. Artificial intelligence in digital commerce context is conceptualized as intelligent systems combining mechanical AI (automation), thinking AI (analytics and decision-making), and feeling AI (interaction and emotion analysis) to optimize business processes, enhance customer experience, and drive innovation. The theoretical framework demonstrates the synergistic relationship between AI capabilities and digital entrepreneurship characteristics, where AI tools enable the core features of digital ventures: rapid scaling, personalization, automation, and data-driven decision making. The research identifies key prerequisites for successful AI adoption, including technological readiness, organizational culture transformation, and strategic alignment between business objectives and AI capabilities. The practical value lies in forming theoretical foundations for developing AI technology implementation strategies in digital entrepreneurship and identifying prospective directions for future research.
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