In the rapidly changing digital economy, the effective use of IT plays a key role in ensuring the competitiveness and sustainability of companies. The main objective of the study is to identify strategic approaches to the implementation of information technology (IT) and modern technologies in the business development process. An analysis of various approaches that help organizations integrate new technologies into their strategy and operational processes, thereby improving productivity, innovation and customer service quality is carried out. Examples of successful implementations of IT and technologies in various industries are structured, and the main challenges that companies face when implementing such solutions are identified. The attention is substantiated on the importance of choosing the right strategy that will correspond to the specifics of the business, its goals and objectives. It is shown that the implementation and development of IT strategy include improving internal processes, reducing costs, increasing efficiency and flexibility, as well as strengthening positions in the market. The risks associated with technological innovations and ways to minimize them are substantiated. Practical recommendations have been developed for organizations seeking to adapt their business strategies in the context of digital transformation and use IT as a tool for long-term growth and sustainability.