INTELLECTUAL TECHNOLOGIES AND BIG DATA ANALYSIS AS ANTI-CRISIS CONSULTING TOOLS FOR DECISION-MAKING IN DIGITAL BUSINESS

The article explores intelligent technologies and Big Data Analytics as key tools of anti-crisis consulting for digital business and e-commerce. The growing complexity of the digital environment and the frequency of crises require a transition from reactive management to data-driven decision-making models. Big data analytics enables identification of hidden patterns, risk assessment, early detection of threats and adaptation of digital business strategies. The study is based on methods of analysis, synthesis, systematization and applied use of machine learning, neural networks and cluster analysis. Practical applications include anomaly detection, forecasting marketing effectiveness and assessment of operational risks. Scientific novelty lies in the development of an approach to integrating intelligent technologies into predictive anti-crisis consulting.