TRANSFORMATION OF OBJECTIFIED LABOR UNDER THE INFLUENCE OF DIGITALIZATION: SIGNS AND FEATURES

Topicality. The degree and speed of penetration of digital technologies into the economy, society or the sphere of interpersonal interaction is impressive. Various data demonstrate a significant degree of coverage of the population around the world, but emphasize the unevenness of the development of digital infrastructure and, accordingly, the different rates of development of the digital economy of countries. The growth rates of the companies Google, Apple, Facebook and Amazon are impressive, because their total capital has now already exceeded the GDP of some countries of the European Union, such as, for example, Spain. Therefore, the countries of the world are beginning to think about how to build relations with such companies, which are becoming more powerful players on the world stage. The emergence of such conditions in the world economy indicates the formation of the third wave of globalization - digital, when small and medium-sized businesses determine the conditions of global development. Therefore, the progressive recovery and development of production potential require an in-depth study of the content and essence of industrial relations, which are formed at the current historical stage.Aim and tasks. To analyze the signs and features of the transformation of embodied labor under the influence of digitalization and to consider the formation of digital means of production.Materials and Methods. The results of the analysis and theoretical generalization of developments, scientific approaches to the transformation of embodied labor under the influence of digitalization, which are covered in publications of a fundamental, analytical and practical nature, as well as official statistical data, analytical materials of the Cabinet of Ministers of Ukraine, the Center for Economic Development, McKinsey&Company, UNIDO and Robo reports Advisor Statistics form the material and methodical basis of research. The study of the signs and features of the transformation of embodied labor under the influence of digitalization was carried out using the methods of scientific abstraction and analysis.Research results. Based on the use of the method of scientific abstraction (dialectical materialism), three levels of classification of signs and features of the transformation of embodied labor under the influence of digitalization were distinguished, namely: specific, general and universal, which allowed to analyze their competence potential in the conditions of digitalization of the economy. The analysis of the development of digital productive forces as the material basis for the emergence of a new economic system proves that they ensure dynamic growth of the economy, development of the business environment and entrepreneurial activity, increase the level of competitiveness of both firms and the country as a whole, which, in turn, leads to an influx of new investments. The study of the degree of influence of automation and robotization on changes in the content and nature of social industrial relations shows that the cost of labor ceases to play a key role in the process of forming production costs, and the technological potential of the economy becomes the main factor of socio-economic development. The examination of structural changes in social reproduction under the influence of digitalization shows that qualitatively new digital elements of productive forces and new socio-economic relations change the structure of social reproduction, increasing the space and boundaries of the economy.Conclusion. The digitization of the economy is accompanied by a change in the nature of production or economic relations, as well as a change in production forces and factors of production as a result of the implementation of breakthrough technologies, robotization, and the creation of cyber-physical structures. Digital technologies provide an opportunity to effectively develop business, become the basis of productive and production strategies, change traditional business models, and cause the emergence of new products and innovations. It is predicted that by 2030, more than 60% of professions will be automated, and plants and factories will be able to improve and modernize independently, that is, with no or minimal human involvement. Business processes, logistics, production cycles will be constantly optimized offline. Under these circumstances, the cost of labor ceases to play a key role in the process of formation of production costs, and the technological potential of the national economy becomes the main factor of socio-economic development. Digitization and new technologies affect the conditions of competition in the world. As artificial intelligence and robots are involved in production processes and the service sector, the cost of labor becomes a less important factor in determining the country's competitiveness, while technological competence and the quality of infrastructure, on the contrary, become more important. Such technologies as Big data and the Internet of Things help to optimize production processes and reduce operational costs, develop new products and services. A new stage of automation of machines capable of learning and improving in the process of production activity is beginning. If so far automation has displaced people from the sphere of routine physical work, now progress in the field of machine learning and artificial intelligence will allow to start a large-scale displacement of people already from the sphere of mental work, replacing representatives of routine intellectual work.