The practical significance of this study lies in highlighting the challenges accompanying the process of implementing the principles of the European integ­ration process for Ukrainian trade and the possibi­lities of economic responses to them. The aim of the study is to identify risks and threats to Ukraine’s trade caused by the development of the European integration process. To achieve the goal, the methods of theoretical generalization, analysis and synthesis were used. According to the results of research by leading scholars, the main challenges accompanying the process of EU integration with Ukraine in the field of trade have been determined. The risks and threats caused by the process of European integration for Ukraine are classified into the following groups: political, financial, the use of labour force, commodity, competitiveness, technological, environmental, and social. It was noted that in order to overcome the mentioned risks and threats, Ukraine needs to significantly diver­sify its efforts. The set of measures related to the implementation of the European integration process includes: continuation of the announced reforms, expansion and diversification of markets for Ukrainian products, protection and support of Ukrainian producers. In this situation, measures to overcome economic crime and proposals for changes to the Agreement that will maximally take into account the interests of Ukraine are also important.

International experience proves that in the post-industrial era there is a direct correlation between technological innovations, the scientific and technical potential of the country, and its economic power. Technologies are becoming a driver of transformations not only in the economy, but also in geopolitics, having a critical impact on the comprehensive economic development and military power of states. In view of the uncertainty and tension in the relations between the United States and China, the problem of identifying the nature and directions of the rivalry between the world’s most influential countries in the technolo­gical sphere is becoming urgent. The aim of the article is to reveal the state and level of confrontation of economic rivalry between the United States and China in the technological sphere. Methods of analysis and synthesis, comparison, grouping and systemati­zation, and elements of the institutional approach were used. It has been determined that the newest stage of economic rivalry between states is characterized by the complication of the tools of competition and the expansion of the spheres of global confrontation. As an important prerequi­site for achievements in the technological sphere should be considered powerful institutional support: both in the United States and in China. The US leadership is based on: powerful economic potential; favorable investment climate; significant financial opportunities of the consumer sector; dominance in dual-purpose industries; high investment efficiency both in domestic and global markets. The achieve­ments of China in the technological sector can be defined as dynamic, and the activities of the state are focused on the formation of long-term competitive advantages. The combination of geopolitics and the priorities of technological confrontation reflects both open and latent competition between China and the US?, in particular for control over the instruments and norms that will determine the course of international relations in the medium and long term. The displacement of Chinese business from supply chains for high-tech sectors can lead to a significant reorganization of international production networks formed in recent decades and intensifi­cation of reshoring processes in many technolo­gical processes and links.

The decrease in the pace of development of the world economy due to the pandemic and high inflation significantly affected the volume of foreign capital attraction in developing countries. A full-scale war in Ukraine in 2022-2023 further reduced the attracti­veness of their economies for foreign investors. In this regard, the purpose of the article is to study the prerequisites and mechanisms for increasing Ukraine’s investment attractiveness during hostilities. To achieve the goal, the methodological and analytical approaches for processing the databases of UNCTAD and FDI Intelligence, NBU, State Statistics Service, research by other authors regarding the geographical, labour, resource, economic and logistics potential of the economy of Ukraine were used in the article. It was found that even before the war, the country attracted significantly more investments than others from the group of countries with a lower than average income. At the same time, it is emphasized that if we want to signifi­cantly increase the inflow of capital, we need to stimulate the inflow of savings of Ukrainian migrants and the diaspora, the volume of which has been stable over the past 10 years (unlike direct investment). The prerequisites for increasing the investment attracti­veness of the economy are geographical location, natural resources, developed agriculture, an agreement on association and free trade with the EU, the status of a candidate for EU membership, qualified and inexpen­sive labour force, etc. And the best mechanisms for increasing investment attractiveness during the war are the experience of Israel, which managed to build a financial infrastructure of investment insurance, as well as compensation for direct and indirect losses to investors who suffered from hostilities in the country during shelling or enemy attacks. Also, a number of international organiza­tions are ready to implement foreign investment insurance projects in the country. Ukraine has every opportunity to use this experience to start attracting larger amounts of capital from all types of investors of foreign or Ukrainian origin.

Issues of the development of economic diplomacy strategization in the complex conditions of international interactions of countries are relevant. The transformation of geospace determines the activity of diplomatic forces and affects the mechanisms for countering global risks. The strengthening of the global interdependence of countries, resource compe­ti­tion and the increase in problems of a systemic, critical and crisis nature affect the sphere of diplo­macy and the effectiveness of the types of its appli­cation. The aim of the article is the identification of modern trends, features of geospatial strategizing of economic diplomacy in the conditions of challenges and threats of globali­zation. The main methodo­logical base of the research is general scientific and special methods, complex analysis. The theoretical-practical aspect of economic diplomacy is studied through the identifi­cation of factors of a systemic, critical and crisis nature of influence on interna­tional relations. The environment of international interactions of countries has elements of collective vulnerability of national economies to global risks. Strengthening the potential of countries on the world stage and forming leadership in solving global problems requires mechanisms for strategizing economic diplomacy. Traditional and new dimensions of the geospatial strategization of economic diplomacy testify to its integrative, progressive and perspec­tive development, which should ensure the repre­sentation and protection of the country’s national interests on the world stage.

Now the virtual network forms a growing group of potential consumers in almost all sales markets. The marketing activity of consumer market subjects is moving to the Internet, which is evidenced by the growth of advertising costs of this communi­cation channel, therefore there is an urgent need for a detailed study of e-commerce marketing commu­nication models and the use of artificial intelligence in marketing activities. Therefore, the aim of the article is the identification of marketing e-communi­cations models and the determination of popular marketing models of e-communications in Ukraine. To achieve it, scientific methods were used: theoretical generalization and grouping; formalization and syn­thesis; principles of scientific content analysis. In particular, the state of the Internet advertising market in the world from 2012 to 2022 and the trends of the digital advertising market in Ukraine from 2020 to 2023 (including forecast data) were studied. Data on changes in the use of Internet traffic after Russia’s military invasion of Ukraine are given. The structure of the marketing e-commu­nications model is considered. The circular journey of the e-user is proposed, the types of models of offline and online marketing communications are structured. An analysis of the original texts of posts and trans­cribed by artificial intelligence on Facebook and Instagram was carried out using A/B testing. Thanks to this, it was established that the volume of the Ukrainian online advertising market is insignificant compared to the European one. However, today interac­tive technologies are already being used in Ukraine, the range of services of advertising agencies using artificial intelligence is expanding, which enables the Ukrainian advertising market to signifi­cantly increase the effectiveness of reaching the target audience and reduce its cost.

Information technologies play an important role in the modern economic system and are currently the economic support of the state and its driver of development. Analysis of the formation and develop­ment of the domestic information technology market is one of the key factors in understanding the degree of its importance in the future rise of Ukraine as a digital state. The increased uncertainty because of full-scale war has led to the intensification of the information technology market in Ukraine, despite new difficulties. But currently there are several opera­tional and strategic problems that hold back the development of Ukraine as an advanced information state. This requires the application of new approaches to the management of the domestic economy, in parti­cular, transformation into a country with a developed market of information technologies, which creates a large part of the added value in GDP. The aim of this article is to analyse the current state of the informa­tion technology market in Ukraine, in particular, the dyna­mics of its development and role in the domestic economic system, as well as to identify potential ways to stimulate the market not only after the war, but also now. The main research methods were statistical analysis, theoretical generalization, comparison and classifi­cation. The results of the study are the identification of problems that hinder the development of the infor­mation technology market in Ukraine and the determi­nation of recommendations and practices to overcome them. It is substantiated that the war provides unique opportunities for rethinking the role of information technologies in the further development of the state, in particular, by modernizing the entire economic system of the country. Focusing state attention on the development of the information technology market will enable Ukraine to turn into a developed state with a strong digital economy.

The lack of uniform approaches to the deve­lopment of non-financial reporting, the presence of various international standards of non-financial reporting, makes it impossible to deve­lop optimal ways of developing such reporting in Ukraine, which worsens the CSR information provision of domestic business entities. The pur­pose of this study is to determine ways of deve­loping non-financial reporting based on inter­national standards with the aim of implementing it in Ukraine. For this, general scientific and special research methods were used: synthesis, induction and deduction, system analysis, logi­cal generalization; abstract and logical. On the basis of the analyzed international standards of non-financial reporting, we have identified ways of developing non-financial reporting in Ukraine, namely: implementation of international stan­dards of non-financial reporting; establishment of mandatory requirements for non-financial re­porting for companies of certain sizes and in­dustries; development of tools for measuring non-financial indicators; strengthening control and reporting on non-financial indicators; rai­sing the awareness of stakeholders regarding the importance of non-financial reporting and its impact on society. It was established that the development of non-financial reporting based on international standards requires wider attention and support from interested parties. Raising the awareness of these parties about the importance of non-financial reporting and its impact on society can be achieved through information campaigns, training programs, conferences and other events that contribute to their greater understanding. It is also important to consider feedback and sugges­tions from interested parties on how to develop non-financial reporting to address the needs of different groups and ensure the effectiveness of the process.

The global trend towards educational innovation determines the necessity of researching the innova­tive component of the process of integrating Ukraine’s higher education into the EU. Therefore, the study of European practices and their potential imple­men­tation into the national higher education system is currently highly relevant. Consequently, the aim of this article is to identify the prospective directions for transforming Ukraine’s higher education in the context of integration into the European Higher Education Area. The research was conducted using methods of generalization, analysis and synthesis, comparison, scientific abstraction, and systemati­zation. It has been determined that Ukraine’s higher education, as a key provider of innovative products, is currently at a point of bifurcation and requires a clear transformation plan to achieve leadership positions within the European Higher Education Area. As part of the implementation of the inno­vative component of higher education transforma­tion, a complex of prospective directions has been proposed, namely: stimulating innovative teaching methods, fostering research activities, implementing information society technologies, developing interna­tional cooperation, and promoting entrepreneurial education. The formation of an effective and modern innovative infrastructure of higher education institu­tions will allow for the systematization and automation of these transformational processes. It has been established that the reform of education in Ukraine, although ongoing, is still not systematic. Most innovations lack sufficient resources or are implemented with the aim of catching up to European counterparts. A proactive rather than reactive type of bifurcation development in education based on the establishment of an innovative infrastructure will be a guarantee of Ukraine’s successful integration into the European educational environment. The proposed directions for transforming higher education in the article will contribute to accelerating the development of the educational sphere, which, in turn, will improve the country’s innovative potential.