The Impact of Internet Tools on Building an Organization's E-Image: A Case Study

Purpose: The aim of this article is to examine the impact of Internet tools and AI-based solutions on shaping the e-image of an organization. In particular, their role in supporting agile enterprise management was analyzed. Design/Methodology/Approach: The article uses a qualitative approach based on the analysis of the subject literature and a case study of LPP SA. The study was conducted using the desk research method using secondary data from industry reports, company sources and scientific publications. Findings: The results of the analysis indicate that the integration of e-marketing tools, mobile technologies and artificial intelligence contributes to strengthening the e-image and increases the effectiveness of communication with the customer. A positive impact of these tools on increasing operational flexibility and efficiency of decision-making in the organization was also identified. Practical Implications: The research results can be a basis for designing a digital transformation strategy focused on building lasting relationships with customers and developing an organizational culture based on the principles of agility. Practical recommendations can be used by managers interested in implementing digital tools in a way that is consistent with the strategic goals of the organization. Originality/Value: The article brings cognitive value by linking issues from the field of e-marketing, e-image building and agile management, which is a perspective rarely undertaken in the literature to date. The study also provides a specific example of digital tool implementations in market practice, increasing its application usefulness.