DIGITALIZATION OF SERVICES AT EXAMPLE OF LANGUAGES' TEACHING

The study aims to identify the major technological and digital trends affecting the transformation of existing business models, including the ones in services' sector at example of languages' teaching. The authors work with open international and domestic sources by applying the comparative analysis and own empirical experience to find out the major emerging development patterns and implications at current methods of work. The findings of benefits and disadvantages of emerging business models allow developing the recommendations for the adjustments of existing businesses. The authors identified such global trends in digital technologies influencing the development of services' sector of business as Artificial Intelligence (AI), Prognostic and Behavioral Analytics, Natural Language Processing (NLP), Internet of Things (IoT). Most of services' industry sectors (marketing, retail, finance, HR, education) began actively incorporating the above-mentioned technologies. The digital technologies possess the number of benefits while also raise some issues that should be taken into consideration by the management of the companies. The major focus of the study given to the change in educational methods highlights the disruptive nature of the shift happening in educational business models that might transform the university teaching by gradually replacing it by “non-professional” teaching by the experienced professionals. Practical implications This study helps to systematize the conceptual and practical knowledge of the companies and professionals involved into the development and implementation of the modern digital solutions, and to develop the corresponding recommendations.