STAFF MOTIVATION IN THE CONTEXT OF DIGITALIZATION: A HOLISTIC APPROACHE

Employee engagement has always been and remains a key factor determining the development of any organization, regardless of its size, form of ownership, complexity, and operating conditions. The proposed article is devoted to the relationship between the factors of employee motivation with different levels of qualification and job title with the development of digitalization, especially artificial intelligence, as well as their impact on the efficiency of the company. A methodology for holistic assessment of the motivational level of a company is proposed based on determining the degree of consistency of the main interests of employees, mutual support of their goals and the company's mission, as well as the team's commitment to self-development to achieve the strategic goals of the company. Problem areas in the motivational system of a specific organization are identified, among which the following must be highlighted: partial imbalance between the main goals and mission of the company; the need to integrate motivational incentives around such indicators as growth in service volumes, increased collection of payments for services rendered and customer satisfaction with the quality and timeliness of services rendered, etc. To improve the motivational system, various measures are recommended to improve the motivational system of the company, as well as improvement in the direction of integrating the value system of the team of key employees using artificial intelligence.