Abstract
<jats:p>The modern development of the economy is characterized by the intensive implementation of digital technologies across all areas of business activity, leading to the transformation of traditional enterprise management mechanisms. One of the most critical areas of such transformation is pricing, a fundamental process that directly determines profitability, market share, and financial stability. Traditional pricing approaches based on static cost-plus models or periodic competitor monitoring are becoming ineffective under conditions of demand volatility and rapid market changes. At the same time, the expansion of Internet entrepreneurship creates fundamentally new forms of interaction between sellers and consumers. Digital platforms, marketplaces, and e-commerce systems provide access to large volumes of real-time data, enabling the application of algorithmic and personalized pricing strategies that consider demand fluctuations, consumer behavior, and competitive dynamics. However, these transformations are accompanied by new risks affecting the economic security of enterprises. In particular, algorithmic pricing may lead to negative phenomena such as algorithmic collusion, price discrimination, lack of transparency in decision-making, and dependence on digital platforms. Research indicates that algorithms can independently develop coordinated pricing strategies without direct communication between market participants, posing a threat to competition and requiring regulatory responses. Furthermore, Internet-based businesses are increasingly dependent on digital infrastructure, which increases vulnerability to cyber threats, data manipulation, and unfair competition. The purpose of this study is to analyze the features of pricing digitalization in the context of Internet entrepreneurship and to assess its impact on enterprise economic security and resilience. The research identifies key advantages and risks of applying artificial intelligence in pricing and proposes practical recommendations for optimizing pricing strategies while minimizing risks. The findings highlight that pricing is no longer solely an economic tool but also an essential component of enterprise security, requiring an integrated approach to ensure sustainable development in a dynamic digital environment.</jats:p>