THE INSURANCE MARKET IN THE CONDITIONS OF THE DIGITAL ECONOMY: TRANSFORMATION, CHALLENGES, AND PROSPECTS

This abstract explores the systemic transformation of the insurance market driven by the rapid advancement of the digital economy. It highlights the integration of modern technological tools such as Artificial Intelligence (AI), Big Data analytics, Blockchain, and InsurTech platforms into traditional insurance frameworks. The paper analyzes how digitalization enhances operational efficiency, customizes pricing strategies, and mitigates risks, while evaluating emerging challenges including cyber threats and regulatory gaps. The study provides strategic recommendations for developing a resilient digital insurance ecosystem.