The article examines modern trends and prospects for the digitalization of the energy sector in the context of global transformation. The key drivers for the adoption of digital technologies in the energy industry are analyzed, with a focus on innovative solutions based on the Internet of Things, artificial intelligence, big data, and blockchain technologies. A comparative analysis of international digitalization practices in the USA, the European Union, China, and South Korea is conducted. Special attention is given to the potential adaptation of best practices for modernizing the energy sector of Uzbekistan.

The article is devoted to the theoretical and applied rationale for a comprehensive strategy to prevent cross-contamination during the cleaning of general-purpose medical offices. The relevance of the study is determined by heightened requirements for infection safety in the ambulatory sector, particularly against the backdrop of the post-pandemic agenda. The scientific novelty is formulated as the integration of contemporary, evidence-based cleaning regulations with environmentally safe agents and the authors’ results on optimizing organizational processes. The paper systematizes the key pathways of pathogen transmission in the medical environment and examines current approaches to interrupting them, including the use of microfiber, color coding of equipment, and methods for verifying cleanliness. Special emphasis is placed on the role of staff training and the ergonomics of operations as determinants of cleaning quality. The aim of the study is to propose a standardized cleaning model that minimizes cross-contamination risks while simultaneously enhancing operational efficiency and the safety of patients and staff. The methodological toolkit includes an analytical review of the scientific literature and comparative analysis. Sources on infection control, modern cleaning materials, and sustainable practices in healthcare are analyzed. The conclusion demonstrates the effectiveness of the proposed model, confirmed by the authors’ data, and shows its applicability across a wide range of ambulatory facilities. The materials of the article are addressed to managers of medical organizations, infection control specialists, and cleaning companies.

The regulation of foreign trade plays a decisive and multifaceted role in shaping the economic architecture of modern states, profoundly influencing trade volumes, investment dynamics, and the overall trajectory of economic stability and growth. In this context, the present study provides a comprehensive analysis of the evolving framework of foreign trade regulation in Turkey and its broader implications for Uzbekistan. The article explores in detail the mechanisms of Turkey’s customs policy, the development of special economic zones, the implementation of free trade agreements, and the progressive transformation of the national regulatory environment. It further investigates how these policy shifts affect Uzbekistan’s trade environment, investment attractiveness, and participation in regional economic networks. The study’s findings reveal that Turkey’s dynamic and reform-orientated approach to trade regulation generates both significant opportunities and complex challenges for Uzbekistan. Consequently, the research underscores the necessity of strategic alignment and adaptive policy measures aimed at strengthening bilateral economic cooperation, enhancing competitiveness, and fostering sustainable trade relations between the two nations in the context of regional and global economic integration.

This article explores the role of customer experience in establishing and strengthening brand image in the massage industry. It examines the significance of emotional engagement, organizational conditions, and professional expertise in shaping consumer perception. The study’s novelty lies in the recommendations derived from a combination of reviewed literature and personal practical experience. The scientific and practical relevance is driven by the high demand for such services and the increasing market competition. 

The paper outlines key sources analyzed through the lens of loyalty enhancement strategies. It investigates the challenges of maintaining a consistent service standard and a personalized approach that fosters a positive brand image. Special attention is given to the integration of aesthetic factors, digital feedback channels, and staff training, all of which contribute to long-term audience retention. The study aims to identify the reasons why a combination of factors surrounding massage services fosters strong customer trust. The findings will be valuable for salon managers, marketers, and researchers in related fields.

This study explores the reconfiguration of financial reporting practices under the influence of artificial intelligence, which enhances both the precision and lucidity of corporate information disclosure. The investigation gains its relevance from the international trend toward automation and data-centric approaches in accounting and audit operations, reflecting the escalating intricacy of financial datasets. The originality of the paper lies in a thorough evaluation of how intelligent technologies—namely, machine learning, robotic automation, and natural language systems—redefine the credibility of reports and the consistency of disclosures. The research delineates the operational channels through which AI strengthens anomaly recognition, refines data workflows, and facilitates ongoing audit processes. Emphasis is placed on governance concerns, particularly the transparency and interpretability of AI mechanisms that help solidify confidence among stakeholders. The core aim is to assess AI’s impact on the qualitative dimensions of financial reporting and its broader implications for corporate responsibility. By employing analytical and comparative approaches, the study interprets empirical evidence drawn from contemporary investigations and expert surveys. In conclusion, the findings present AI as an accelerant toward a heightened benchmark of reporting accuracy and openness—informing regulators, executives, and auditors striving for responsible AI adoption in financial communications.

BNPL (Buy Now, Pay Later) services have swiftly gained prominence globally as a notable fintech payment innovation. In Saudi Arabia, a supportive fintech ecosystem and a tech-savvy young population have driven rapid BNPL uptake, underscoring the importance of examining factors influencing its adoption. This study adopts the PPM theory and employs a quantitative survey involving 158 Saudi BNPL users to identify key determinants of switching intention. The findings revealed that personal innovativeness, financial risk tolerance, privacy risk tolerance, and perceived value all demonstrated noteworthy positive impact on users’ intention to switch to BNPL solutions. In contrast, social influence did not show a substantial effect on the willingness to adopt BNPL solutions. These findings highlight the primacy of individual traits and perceived value over social factors, reinforcing the PPM framework’s relevance for fintech adoption in emerging markets. The findings provide valuable guidance for fintech companies and regulators to enhance perceived value and address risk concerns to foster BNPL adoption.

The article presents a comprehensive analysis of anti-crisis communication strategies in the era of AI-generated deepfakes, aimed at identifying effective mechanisms for protecting and managing reputation and restoring public trust. The study is conducted within a theoretical and analytical framework that integrates concepts from cognitive psychology, media linguistics, digital management, and political communication. The analysis is based on recent international publications examining the perception of synthetic media, institutional risks, the influence of lexical formulations on audience anxiety levels, and the role of empathic strategies in managing trust crises. The focus is placed on practical models of response to deepfake-induced crises — proactive, reactive, linguistically adaptive, and systemic. Their cognitive and emotional effects are analyzed, as well as the conditions of their effectiveness depending on response speed, source transparency, and audience media literacy. Particular attention is paid to the cognitive-linguistic determinants of trust restoration — terminological framing, content labeling, empathic narrative, and the “post-deception” phenomenon, which reduces susceptibility to visual evidence even after debunking. The novelty of the study lies in conceptualizing anti-crisis communication as an integrative system combining algorithmic audit, educational practices, and emotionally calibrated dialogue. The proposed approach views communication not as a reaction to a crisis but as a resilient infrastructure of trust based on cognitive credibility, rapid feedback, and the ethics of transparency.

This article presents the main directions for modeling and forecasting the key indicators in the economic development of Uzbekistan’s textile industry.

The article is devoted to the analysis of methodological approaches to implementing managerial accounting in emerging markets. The purpose of the study is to identify barriers and conditions for successful adaptation of tools, as well as to demonstrate how practices tested in developed economies can be transferred to a new institutional context. The research applies analytical and comparative methods based on the consolidation of empirical and conceptual studies in the field of strategic management accounting, management accounting systems (MAS), and the Balanced Scorecard (BSC). The results show that the effectiveness of managerial accounting adaptation depends on institutional constraints, workforce shortages, and the level of digitalization, while organizational culture and staff training play a key role. The practical significance lies in the proposed methodological framework, which includes indicator diagnostics, the integration of comprehensive accounting systems, and phased digitalization, enabling companies to improve performance under resource limitations. The article will be useful to researchers, consultants, business owners, and managers operating in emerging economies.

In today's digital age, digital finance and online investment tools and platforms have become an integral part of the work environment. This research aims to explore the impact of digital finance and online investment management tools and platforms on employee work motivation. Using a literature review approach, this article collects and analyzes a range of relevant studies to understand how digitalization in the financial sector can affect employee motivation, productivity, and well-being. The results show that while there are significant benefits, such as increased efficiency and accessibility, there are also challenges to be faced, including the stress associated with using technology. It is expected that employee motivation to invest will increase.  This research is expected to provide insight for companies in implementing digital financial tools effectively, and interest in investing online can increase.

The article examines the transformation of digital marketing communications in retail as an instrument for increasing business resilience to demand turbulence, supply disruptions, and rising costs. The purpose of the study is to provide a theoretical justification and operationalization of adaptive marketing strategies for retail chains through the integration of demand, availability, and price data into a single management loop, as well as to validate the resulting propositions using an applied case empirically. Relevance is framed by increasing frequency of market shocks and limitations; therefore, moving to real-time campaign management from traditional media plans. Methodology: Findings synthesis using a systematic literature review for 2022-2025, followed by validation on the City Capital Group case. Scientific novelty: Integrated holistic Sense–Decide–Act architecture for marketing communications. The contribution is in bringing out that signal-to-action time is central in measuring the effectiveness of any adaptive communication system. Key results: It is established here that a move to real-time campaigns eliminates between 10 and 20 percent of inefficient spend per week, with budgets reallocated to highly profitable microsegments, adding between 5 and 10 percent organic profit growth. Internal communications-enabled analytics integration reduces median response time below two-and-a-half hours and increases pipeline advance by 12 percent a quarter. The rising use of AI agents demands a product catalog and open APIs, which lowers both the cost of data exchange and the returns, too. Applied case shows that orchestrated Sense–Decide–Act increases tenant traffic and turnover due to budget flexibility and ability to scale successful initiatives fast; speed in closing the feedback loop forms a competitive advantage. The article will be helpful to researchers and practitioners of digital marketing, executives of retail chains, pricing and supply chain specialists, product and catalog managers, as well as data teams and ML engineers.