The study is aimed at establishing transformational changes in the personnel motivation system of Ukrainian companies under the influence of digitalization of innovative activities in 2022–2025 and substantiating the effectiveness of new motivation practices in the digital environment. A structural-functional approach to the analysis of factors of digital influence on personnel motivation, comparative analysis methods, case studies of Ukrainian companies, as well as systematization of empirical data from open sources, reports and professional publications were applied. Three key factors of digital transformation of motivation were identified: automation and analytics, change in corporate culture and psychological adaptation of employees in hybrid conditions. It is shown that the digital environment changes priorities from control to trust, from standard rewards to flexible, from formal assessments to constant feedback. Modern practices were analyzed: gamification, digital KPI systems, personalized rewards, LMS platforms, regular feedback. It was found that the use of these approaches increases labor productivity, engagement and loyalty of personnel. An analysis of three cases of transformation of the motivational system in Ukrainian companies was conducted: Intelsoft Group, SoftServe, Aurora network. The results prove the effectiveness of digital solutions in reducing staff turnover, accelerating recruitment, increasing the index of engagement and participation in training. The differences between traditional and digital motivation models in five areas (control, feedback, rewards, training, culture) are summarized. For the first time, structural shifts in the motivational policy of Ukrainian companies in connection with the digitalization of innovative activity are systematized and a comparative model of motivational changes is proposed with a clear distinction between the pre- and post-digital era. The practical application of the research results is to formulate recommendations for Ukrainian companies on updating personnel motivation systems taking into account digital tools, which allows increasing productivity, engagement and adaptability of employees in an unstable environment.
Oleksandr Ivashchuk (Wed,) studied this question.