Technological modernization requires a cautious approach on the state and business to the conditions for high-quality human capital formation. Ensuring competitiveness is possible only under the condition of a systematic and strategic approach to investment in human capital. In the study, human capital is presented as a resource that becomes a priority. The analysis of resources through potential, a development means with no material form, seems the most promising. Digital transformation is making a significant contribution to productivity growth. To ensure high competitiveness, it is necessary to change the organization's culture. Iimportant condition for productivity growth is satisfaction and motivation. The article shows that the primary source of surplus-value is employees’ qualifications, professionalism, and creativity. The paper explored increasing possibilities of leaving routine operations in the field of robotization, both for physical robots and software bots. It was revealed that the need to reveal the creative and creative potential of a person increases many times over. Particular attention is paid to the conditions prevailing in 2020, which made it possible to leap forward in the field of remote work and distance education.
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