Approaches, models and tools of digital transformation and servicization of economic activity in the digital economy

The article presents that the introduction of digital devices into the business environment associated with the constant use of the Internet and profound changes in the consumer profile of customers is of great importance in the context of optimizing the marketing of products and/or services and expanding business opportunities. In fact, the digital economy has revolutionized the way companies conduct their business and forecast their future, so much so that in recent years the adoption of this economic methodology has led to a rapid growth of the business environment. In addition, in 2020, digitalization was the focus of strategies in connection with the negative impact of COVID-19 on finance, thus positioning itself as a fairly effective way to increase revenues and profitability of companies. In general terms, the digital economy consists of commercial activities carried out using digital computing technologies, thus covering products and services produced and sold in a virtual environment. Business activity has changed significantly, in particular, now the path from the idea to the final product has been greatly reduced, new tools have appeared. They greatly facilitate communication between people, as can be noted in the case of digital services of companies and simplify calculations when using NFT and digital currency analogues. The paper presents an analysis of the changes in the economy that have been achieved through the introduction of digital technologies, as well as how this has affected economic activity.