Abstract: The subject of the research is the development of a comprehensive framework for the strategic implementation of generative artificial intelligence (GenAI) in the business processes of organizations of various sizes and industries. Existing approaches to the implementation of traditional artificial intelligence (AI) technologies, GenAI, and digital transformation are analyzed, and their limitations and shortcomings are identified in the context of the specific characteristics of GenAI models, such as the ability to create new content and the associated ethical and legal risks. The necessity of creating a specialized framework that takes into account the unique opportunities and challenges associated with GenAI, as well as the need for adaptation to diverse business contexts, including small and medium-sized businesses, is substantiated. The problem of the lack of structured methodologies that allow organizations to effectively integrate GenAI into their operational activities, maximizing return on investment and minimizing potential risks, is considered. The research is based on a systematic and comparative analysis of scientific literature and practical publications, as well as the synthesis of the conceptual basis of a new framework. A combined approach is used, including methods of qualitative and quantitative data analysis. The scientific novelty lies in the development of a nine-stage framework that, unlike existing approaches, integrates large language models (LLMs) already at the stage of business process diagnostics for semantic analysis of unstructured data (interviews, questionnaires, surveys). This makes it possible to identify hidden relationships and non-obvious optimization needs that are difficult to detect using traditional methods. The framework covers strategic, operational, and technological aspects of implementation, as well as change and risk management principles. The developed framework offers a universal, adaptive, and practically oriented approach to the strategic implementation of GenAI, contributing to improving the efficiency of business processes, minimizing risks, and maximizing the return on investment in GenAI technology. The practical significance is confirmed by approbation at the academy of a large consulting company and a pilot project at MTS PJSC.

Keywords: digital transformation, change management, process optimization, risk management, strategic analysis, business processes, large language models, implementation framework, generative artificial intelligence, AI transformation

Abstract: The article examines the customer-oriented theories of marketing communications from 1950 to 2025. The aim of the study is to identify the influence of the technological environment on marketing communications. In the frame of this research the most significant technologies and technological products from a customer-oriented perspective over the past 75 years have been systematized. The study examines the preconditions for the emergence of digital and phygital environments, and the evolution of marketing communication practices in analog, digital and phygital environments, as well as the concepts of marketing according to Kotler: marketing 1.0 (product-oriented), marketing 2.0 (customer-oriented), marketing 3.0 (value-oriented), marketing 4.0 (digital), marketing 5.0 (technology) and marketing 6.0 (metamarketing). The obtained data was synthesized and presented in the form of a timeline containing customer-oriented marketing theories, technologies and technological products. Based on the considered timeline, conclusions were formulated about the use of marketing communications in analog, digital and phygital environments, and about the time and features of the marketing communication use in the framework of Kotler marketing concepts. The technological gap between consumers and companies, the time gap between the described theories of marketing communications and those that are applied in practice, as well as the fragmentation of marketing communication theories were identified. As a result, a new concept of integrated marketing communications in a phygital environment, FIMC, was proposed. The article describes the key elements that the FIMC concept takes into account. The obtained data can be used in the future to develop a comprehensive approach to creating a company's integrated marketing communication strategy in the phygital environment.

Keywords: FIMC, technological environment, transformation, convergent marketing, omnichannel, customer orientation, integrated marketing communications, phygital environment, digital environment, analog environment

Abstract: The work focuses on analyzing the impact of technological innovations, including artificial intelligence, machine learning, and blockchain, on the evolution of asset management methods. The article examines changes in the structure of investment portfolios, the emergence of new asset classes and the transformation of traditional investment strategies. Special attention is paid to the integration of ESG factors into investment decision-making processes and their impact on the long-term effectiveness of asset management. The role of regulatory changes in the formation of new asset management standards and their impact on the development of the industry is analyzed. The issues of cybersecurity and data protection in the context of asset management digitalization, as well as the impact of global economic trends on the transformation of the industry are considered. The research is based on a systematic analysis of theoretical concepts, practical cases and regulatory requirements in the field of asset management. A comparative analysis of traditional and innovative approaches to asset management is applied, historical precedents of successful and unsuccessful asset management are studied. For the first time, the study presents a comprehensive analysis of the transformation of asset management under the influence of digitalization and ESG factors. An innovative methodology for evaluating the effectiveness of investment strategies has been developed, taking into account both traditional financial metrics and sustainable development factors. A new model for integrating artificial intelligence into asset management processes is proposed, including machine learning algorithms for portfolio optimization and risk management. The approaches to assessing the impact of technological innovations on the effectiveness of asset management are systematized. A methodology for analyzing cyber risks in digital asset management has been developed. The key findings demonstrate the need for a fundamental transformation of traditional approaches to asset management. It has been established that success in modern asset management is determined by the ability of organizations to adapt innovative technologies, integrate ESG factors and ensure cybersecurity. The critical importance of developing competencies in the field of big data analysis and the use of artificial intelligence has been identified. The necessity of creating new risk management models that take into account the increasing interconnectedness of global financial markets and the emergence of new classes of digital assets has been identified.

Keywords: active management, passive investing, digitalization of asset management, investment, diversification, risk management, financial instruments, portfolio, asset management, management

Abstract: With China's rapid economic development, the demand for natural gas continues to grow steadily, and natural gas imports are playing an increasingly important role in meeting domestic energy needs. To ensure the security of energy supply, China is actively implementing a strategy to diversify natural gas imports. The article discusses the main methods and tools used by the Government of the People's Republic of China. Such tools represent both classical methods and new methods using modern technologies. This article provides an in-depth analysis of the implementation of this strategy, assessing its effectiveness in increasing supply stability and reducing supply risks. The article suggests appropriate strategies for responding to various risk factors (geopolitical, market, transportation risks) that the Chinese government is aiming to improve China's strategy for diversifying natural gas imports, reducing the impact of various factors on the stability and reliability of the state's natural fuel supply, and strengthening national energy security by minimizing these risks. Since the diversification strategy is currently considered the most effective and reliable strategy for the development of various natural resources, the Government of the People's Republic of China is expanding not only the sources of procurement, that is, increasing the number of importing countries, developing and implementing programs to improve transport routes, but also continues to explore additional sources to ensure continuity and stability of supplies of the most important resources.

Keywords: import diversification, implementation efficiency, economic strategy, effective economic demand, geopolitical risks, energy security, China, risk assessment, natural gas, natural gas import

Abstract: The aim of this study is to develop and justify methods for managing project activities in organizations of additional professional education (hereinafter also referred to as DPO) based on advanced artificial intelligence technologies that enable forecasting specific indicators of economic processes and further planning of those. The subject of the research is the organizational relationships arising in the management of project activities within DPO organizations. The analysis of the factors determining the specificity of activities in the DPO segment allowed the authors to develop a project management method and test it using the example of the regional Academy of the Federal Tax Service of Russia. The application of this method will enable DPO organizations to make informed decisions when implementing projects in educational activities aimed at obtaining economic benefits for a specific industry and achieving sustainable growth indicators for such organizations. The scientific novelty of the conducted research lies in the generalization and refinement of the conceptual framework of the studied sphere of activity and the formation of a system of criteria that allows for the assessment of project management effectiveness. In forming the conceptual framework, the criteria determining the effectiveness of project management in DPO organizations were taken into account, such as the presence of managerial competencies among the staff of educational organizations, the alignment of tasks performed by teachers with organizational goals, and the willingness of personnel to participate in projects. The developed management method contributes to the advancement of scientific knowledge regarding the mechanisms of managing project activities in DPO organizations. For the Academy of the Federal Tax Service of Russia, the method consists of simultaneous optimization across all regions of corporate profit tax, personal income tax (PIT), and property taxes based on their corresponding tax base factors, the skill level of employees, and information security in the regions. The optimization is carried out using artificial intelligence technologies including a multi-objective genetic algorithm (MGA), simulated annealing (SA), and pattern search (PS). A conclusion has been made regarding the necessity of implementing new educational programs on corporate profit tax and property taxes, as there is a failure to achieve the projected values for these goals.

Keywords: professional development, continuous education, project management methods, decision-making, artificial intelligence technologies, project management, project, educational organization, additional professional education, tax collection forecasting