Purpose This paper aims to explore the digital economy in the fields of the most promising new technologies: information and communication technologies, biotechnology and nanotechnology. It highlights the convergence of nano-, bio-, info- and cognitive (NBIC) technologies by developing a model for the accurate evaluation of different types of options in the development process of convergent technologies. Design/methodology/approach The empirical research is based on theoretical analysis and case studies. The authors conducted six in-depth interviews. The study covered different research projects led by centres of excellence, competence centres and institutions that support the transfer of innovations in the economic and business environment. Findings The research findings prove that there is a convergence of NBIC technologies that can be observed and modelled. The created evolutionary model of NBIC convergence, also based on the theory of real options, allows a proper evaluation of the entire convergence process. Practical implications For enterprises and scientific research institutions, the NBIC model could represent the starting point for developing further concepts of investment evaluation. The model also considers the indicators of the innovation system, which, in addition to the marketing area, include regulatory challenges of companies (competition, copyrights, patents, taxation, etc.). Originality/value This paper enhances the understanding of new technologies in a digital economy. The purpose of this study is to clarify the principal factors for the effective observation and measurement of the convergence phenomenon. It also offers suggestions for improvement of the research and innovation system in the new economy.