Issues of personnel retention, ensuring longevity in the context of digitalization of the economy

In the context of the rapid development of information technologies, the spread of AI in various fields of activity, questions arise about how the labor market is changing and to what extent and in what direction it will transform in the future, what changes will occur in the nature and content of labor and various professions.In addition, questions arise about how effective digital tools and AI are, what threats and risks exist, as well as the possibilities for their further use.This study examined professional literature, the experience of various scientists from developed and developing countries, surveyed employees of various organizations in the retail trade sphere in the Russian Federation, in-depth interviews with representatives of the HR departments of large companies, which made it possible to find out how much the employer values its specialists, and what measures it takes to retain its employees in the context of the modern development of IT and AI.The results of the study revealed that especially in retail trade, employees seek for more comfortable conditions for work, i.e., less time for transportation, better work-life balance, career opportunities.