The article examines universities’ strategic responses to the key challenges of the digital era, including rising stakeholder expectations, competition with EdTech companies, misalignment with labor market demands, and the need to rethink the university mission in the context of generative AI.

   The relevance of the study stems from the need of universities at an early stage of transformation for reference points to inform long-term strategy development.

   The methodology combines an analysis of academic literature (25 selected articles) with 30 in-depth interviews conducted with internationally recognized experts from leading universities (Stanford University, the University of Arizona, HSE University, the University of Reading, among others), as well as representatives of EdTech companies and the business sector. The study identifies five priority thematic areas for development, reflecting a consolidated expert consensus. The findings demonstrate that digital transformation has become a necessary condition for closing the gap with labor market requirements and requires close cooperation with business and EdTech providers. Practical recommendations for university leadership are formulated based on global best practices, including the transition to hybrid models, the implementation of project-based learning, the development of systems for recognizing micro-credentials, and a focus on fostering a new type of student mindset. Specific solutions are also proposed for resource-constrained universities.