Abstract: The subject of the study is the process of digitalization and its socio-cultural manifestations. The author pays special attention to the impact of digitalization on art in the modern world. According to the author, the work of art is subject to the process of mass production, which has a certain connection with the process being studied. In the "digital age", a work of art penetrates into the Internet environment, where it acquires completely specific features. This is a new way of art's existence and its translation in the modern world. As a result, digital technologies become a trigger, one of the factors contributing to the process of mass production in art. Digital reproduction becomes aimed at meeting the entertainment needs of the maximum average viewer. The main conclusions of the study are the following provisions. Digitalization processes have an ambiguous effect on the main forms of art existence and its perception by the viewer. On the one hand, as a result of digitalization, art as a whole becomes more accessible and its understanding is simplified. On the other hand, digital reproductions are deprived of the status that the original has. In addition, such reproductions are aimed at pleasing the mass audience who wants to get the simplest product - bright, interesting and entertaining content, not loaded with deep meanings. In addition, cultural institutions that have traditionally been translators of art are losing their monopoly on it today. As a result, there is a gradual break in the connection between the viewer and the work of art.