In the context of economic globalisation and competition, the main factor that allows a company of any industry specialisation to maintain stability and retain a competitive position in an ever-changing marketing environment is its competitiveness. This article describes modern factors that have a positive impact on the competitiveness of agricultural companies and proposes mathematical tools to identify the most significant ones for economic activity.

Digital twins are one of the promising technologies that have emerged in the last decade. Their implementation in agriculture is one of the prospective opportunities to ensure the quantitative and qualitative growth of production in this area. The article considers various options for the introduction of digital twins in crop and livestock production, discusses the opportunities they form and the potential threats associated primarily with the complexity and complexity of this technology. Conclusions are made about the process of implementation of this technology and the requirements of systemic efforts to create an innovation sphere, including the legal and regulatory framework, investment and information services, conditions for the introduction of other technologies of Industry 4.0, which will create a synergistic effect that significantly increases the effectiveness of digital twins in agriculture.