Aim. The presented study aims to investigate the nature of major challenges and obstacles that international companies are facing and to determine directions for using artificial intelligence (AI) technologies in the context of the digital transformation of the economy, global regionalization, and market fragmentation.Tasks. The authors analyze the legal framework for the use of AI technologies by international companies; identify challenges and obstacles for the implementation of business strategies in different countries; determine directions for the use of AI technologies in international business.Methods. This study uses the descriptive method, abstraction, deduction and induction, analysis and synthesis.Results. Based on the performed analysis, challenges and obstacles for implementing business strategies in various countries are identified, including regulatory, personnel, organizational and technological ones. Key development areas for international companies include smart HR policy, formation of flexible business models, analysis of customer and employee needs to prevent crisis situations and predict market trends, automation of production and reduction of costs using AI technologies, and formation of functional ecosystems that optimize cooperation, making it well-timed and well-managed.Conclusions. The findings of the study make it necessary to rethink the use of AI technologies as a tool for analyzing the requests and needs of both customers and potential employees in international business. There is an assumption that new directions for international business development will appear later. This will distort the current market situation, but adaptability and flexibility will remain key qualities that will allow an international company to ensure stability and competitiveness in the near future.
