DIGITAL TRANSFORMATION AND THE ROLE OF EMERGING TECHNOLOGIES IN BUSINESS PERFORMANCE

Abstract

Digital transformation has become an essential strategy for business competitiveness, promoting profound changes in organizational structures, commercial processes, and customer relations. This article aimed to analyze the impact of digital transformation and emerging technologies on commercial performance, based on a literature review composed of technical documents and recent studies on the subject. The results indicate that the adoption of digital solutions such as artificial intelligence, big data, automation, and cloud computing increases the efficiency of strategic decisions, improves customer experience, and enables the personalization of commercial actions. Emerging technologies contribute to greater integration between departments, cost reduction, and agile adaptation to market changes, creating sustainable competitive advantages. It was observed that organizations with higher digital maturity show better performance in commercial metrics such as conversion rate, customer loyalty, and engagement. However, the implementation of these technologies requires strategic planning, cultural change, and continuous team training. It is concluded that digital transformation, when aligned with the organization's goals and integrated into its culture, represents a decisive tool for strengthening commercial performance and is essential for companies seeking innovation, agility, and sustainable growth in an increasingly dynamic and technological business environment.