DIGITAL TRANSFORMATIONS, CREATIVITY, AND BUSINESS SOCIAL SECURITY: A THEORETICAL REVIEW OF CONTEMPORARY TRENDS

Анотація

Background. Relevance. Digital transformations in the business environment are accompanied by the growth of innovative potential and, at the same time, by increasing social risks and uncertainty in the labor sphere. Automation, the development of artificial intelligence, the spread of hybrid employment formats, and algorithmic management are transforming social and labor relations and intensifying the issue of social security of business organizations. Under these conditions, creative potential and creative leadership are increasingly considered as key prerequisites for social resilience and adaptability of businesses. The purpose of the article is to investigate the role of creative potential and creative leadership in ensuring the social security of business in the digital economy. Methods. The methodological basis includes general scientific and special research methods, in particular analysis and synthesis, induction and deduction, systematization, comparative and logical-structural analysis, as well as content analysis of scientific publications and analytical reports of international organizations. An interdisciplinary and human-centered approach was applied to study the relationship between creative potential and social security. Results. The ambivalent impact of digital technologies on business development is substantiated, which is manifested in expanding opportunities for creativity and innovation while simultaneously generating new social threats. It is proved that social security is formed as a derivative of effective management of human and creative potential, and creative leadership acts as a key factor in creating a psychologically safe, inclusive, and adaptive work environment. Conclusions. It is established that the integration of creative potential into business management systems contributes to increasing the social resilience of organizations in the context of digital transformations. The practical significance of the results lies in the possibility of their use for developing managerial decisions aimed at strengthening social security and forming an effective creative environment in organizations.

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