FINANCIAL SUPPORT FOR DIGITALIZATION OF THE AGROSPHERE: INVESTMENTS IN HUMAN CAPITAL

Introduction. The problem of financial support for the digitalization of the agricultural sector is multifaceted and covers both direct investments in equipment, software and infrastructure, and no less important, but often underestimated investments in human capital. It is the human factor in such a manifestation as knowledge, skills and willingness of farmers and specialists to adapt to new technological realities that becomes crucial for the successful implementation and effective use of digital innovations. Without qualified personnel capable of working with new digital tools, even the most modern technological solutions will remain only a potential that is not fully realized. The purpose of the article is to analyze the specifics of financial support for the processes of digital transformation of the agricultural sector, to outline the key aspects of investing in human capital as a strategic condition for increasing the competitiveness of agricultural producers. Results. The presented work analyzes and defines the main concepts of the research area: “financial support” and “human capital”, presents the main components of financial support and the features of its implementation in the conditions of the modern digital economy. A methodological approach to the formation of a complex of financial support for the digitalization of agribusiness, taking into account the modern features of the informatization of human capital, is formed. Conclusions. The results of the study prove that in the context of the digitalization of the agricultural sector, the issue of financial support goes beyond exclusively material investments. It acquires strategic importance, as it concerns the formation of a new generation of farmers who are able to think in a new way, use advanced digital tools and ensure the innovative development of the Ukrainian agro-industrial complex. This dictates the need for a systematic approach to financing, which takes into account not only direct costs for technology, but also investments in training, retraining and development of digital competencies of personnel. It is this synergy of financial resources and human potential that is key to unlocking the full potential of the digitalization of the agricultural sector of Ukraine.