Asian Journal of Economics, Business and Accounting

Digital transformation has emerged as a fundamental driver of innovation, efficiency, and sustainability across diverse industries. This study provides a comprehensive examination of contemporary research, focusing on emerging technologies, strategic frameworks, and the organizational transformations associated with digitalization. Key technologies, including Artificial Intelligence (AI), the Internet of Things (IoT), Big Data, Cloud Computing, and Blockchain, have been widely adopted to enhance operational agility, customer engagement, and market competitiveness. The integration of Digital Transformation Frameworks (DTFs), omnichannel marketing strategies, and AI-driven Customer Relationship Management (CRM) systems enables organizations to align technological advancements with evolving market demands. The findings highlight that digital transformation significantly enhances operational efficiency, customer satisfaction, and business model innovation. However, several critical challenges persist, including resource constraints, limited digital literacy, and resistance to organizational change. Furthermore, the absence of universally applicable frameworks and the scarcity of longitudinal studies present additional obstacles to the effective implementation of digital transformation initiatives. Addressing these challenges requires organizations to leverage the synergies between technology and strategic planning, ensuring a structured and adaptive approach to digital transformation. This review synthesizes key trends, impacts, and barriers associated with digital transformation, offering valuable insights for both practitioners and researchers. By bridging theoretical perspectives with practical applications, this study contributes to the ongoing discourse on optimizing digital transformation strategies in an evolving digital ecosystem.