Abstract Digital transformation and automation have emerged as central drivers of contemporary organizational change, fundamentally altering how businesses function, deliver services, and adapt to evolving market demands. These phenomena represent not only a technological upgrade but a paradigm shift in operational strategy—enhancing efficiency, enabling data-driven decision-making, and fostering innovative approaches to problem-solving. This study investigates the multifaceted impact of digital transformation and automation on business practices, customer engagement, and the nature of work itself. Particular attention is given to the challenges these developments pose, such as uneven access to technological resources and the risk of workforce displacement. The analysis underscores the importance of designing inclusive frameworks that ensure technological progress contributes broadly to organizational and societal well-being. The research is anchored in a case study of a technology company—kept anonymous due to confidentiality agreements—focusing on how similar firms manage the automation of complex operational processes. In addition to the case study, the investigation incorporates data from a cross-sectoral survey examining investment patterns in automation technologies and perceived improvements in efficiency. Complementary to this, two semi-structured interviews were conducted with managers positioned at different stages of automation tool adoption, offering qualitative insight into implementation challenges and strategic considerations.
Moiceanu et al. (Tue,) studied this question.