DIGITAL TRANSFORMATION AND ITS IMPACT ON GLOBAL BUSINESS OPERATIONS: THE ROLE OF AI, BLOCKCHAIN, AND E-COMMERCE IN RESHAPING MULTINATIONAL TRADE

Abstract

This study investigates the impact of digital transformation on global business operations, focusing on the adoption of artificial intelligence (AI), blockchain, and e-commerce by multinational corporations (MNCs). Using a quantitative approach, data were collected from 110 senior managers across various industries and continents to examine the relationship between digital technology adoption and key performance outcomes, including operational efficiency, trade transparency, and revenue growth. Descriptive statistics revealed moderate to high levels of digital adoption, with mean scores of 3.61 for AI, 3.12 for blockchain, and 3.79 for e-commerce on a five-point Likert scale. Regression analysis showed that AI significantly predicted operational efficiency (β = 0.37, p < .001), blockchain use was the strongest predictor of trade transparency (β = 0.54, p < .001), and e-commerce intensity significantly influenced revenue growth (β = 0.42, p < .001). Structural equation modeling confirmed these relationships, with robust model fit indices (CFI = 0.93, RMSEA = 0.063). Findings underscore the strategic role of digital transformation in enabling firms to enhance agility, enter new markets, and drive growth. The research contributes empirical evidence supporting the integration of digital technologies as core drivers of global business competitiveness