Digital transformation of creative industries: challenges, opportunities and the role of digital tools

Abstract

The aim of this study is to analyze the current challenges and opportunities for the development of creative industries in the context of digitalization, as well as to assess the effectiveness of digital tools that facilitate the transformation of this sector. The article examines key technological trends, including artificial intelligence (AI), the Metaverse, Big Data, and Digital Platforms, which are reshaping business models, monetization mechanisms, and audience interaction. To achieve this goal, a comprehensive interdisciplinary approach was applied, including an analysis of literary sources, statistical data, and practical cases of digital technology application in the creative sector. Comparative analysis methods were used to identify key trends and challenges facing the industry, a systematization method was employed to classify digital tools, and a forecasting method was utilized to assess the prospects for further development of this sector in Ukraine and globally. As a result of the study, the main challenges facing creative industries in the digitalization era were identified, including issues related to funding, content monetization, legal regulation, competition with major platforms, and the need to adapt business models to new realities. Special attention is given to the role of digital marketing tools in promoting creative content, shaping international reputation, and attracting investment. The scientific novelty of the study lies in its systematic approach to analyzing the impact of digital technologies on the development of creative industries, as well as in identifying the most effective strategies for adapting this sector to global changes. Recommendations are proposed for improving state policies, developing digital infrastructure, and supporting innovations in the creative economy. The practical significance of the study is that its findings can be used by entrepreneurs, creative content developers, government bodies, and investors to formulate effective strategies for the development and support of creative industries in the digital economy. The conclusions of the article may also serve as a basis for the development of policies supporting the creative business sector, improving regulatory mechanisms, and attracting investments in this field. Future research prospects include a deeper analysis of the impact of specific digital tools on various areas of the creative economy, the development of models for effective metaverse utilization in business, and the evaluation of artificial intelligence potential in automating creative processes.