Lyudmila Pronko

The article provides a comprehensive analysis of the use of generative artificial intelligence (hereinafter – AI) in the creation of visual advertising content and its impact on contemporary marketing practices in Ukraine and abroad. It is demonstrated that the integration of AI-generated photo and video materials transforms not only the set of advertising tools but also the very logic of organizing the advertising process, reshaping the balance between creative, managerial, and technological components. Generative models form a new type of creative environment in which content production becomes fast, flexible, and data-driven, allowing for scalability without a proportional increase in the costs. The study systematizes the key areas of application of generative AI in advertising, including the personalization of visual messages, production optimization, the development of dynamic formats, and the use of data-driven storytelling. At the same time, it is identified that technological advantages are accompanied by a number of risks related to the standardization of creative solutions, dependence on the quality of input data and on external technological infrastructure, the weakening of brand distinctiveness, and an increased likelihood of ethical and legal violations. It is argued that in the absence of adequate managerial control, generative content may lose strategic alignment with brand positioning and the long-term objectives of the enterprise. Special attention is paid to the Ukrainian context, which is characterized by the combination of rapid adoption of AI solutions with human resource, institutional, and regulatory constraints intensified by wartime conditions. It is shown that under these circumstances generative artificial intelligence performs a dual role: on the one hand, it acts as a tool for improving the effectiveness of marketing communications; on the other hand, it requires clearly defined frameworks for responsible use. The article concludes that generative AI should be viewed as a driver of structural change in the advertising industry, the effectiveness of which depends on its integration into marketing management systems, the quality of managerial decision-making, compliance with ethical principles and legal requirements, and the ability of brands to maintain their distinct character.

Background. The technical re-equipment of industry requires effective support levers, among which a multiplicative model for assessing the impact of fiscal regulation of equipment imports on the modernisation of the processing industry is of special importance. Purpose. The study aims to implement a multiplicative model to assess the impact of instruments for the fiscal regulation of equipment imports on the efficiency of industrial development, the compensatory potential of reverse tax revenues, and the socio-economic multiplier of employment. Findings. The study employs a multiplicative model to derive an aggregate indicator of industrial development efficiency and to conduct an analysis based on data from 2022 to 2025 in Ukraine, with forecasts through 2030 obtained via extrapolation. The effects indicate a structural shift in Ukraine’s imports by 2030, with the share of the investment-technology group exceeding 27%. The aggregate efficiency indicator shows steady growth, rising from a low level in 2022–2023 (Edev = 0.200-0.262) to a moderate level in 2025 (Edev = 0.376) and reaching a stable level of 0.396 by 2030 under the baseline fiscal regime. It was determined that the complete abolition of duties would lead to a fiscal gap of USD 5.9 billion in 2025, while in 2030, budget losses exceeding USD 10 billion may be partially compensated by reverse tax revenues. The socio-economic multiplier confirmed that reinvestment of the released funds would ensure the annual creation of jobs amounting to 10.3–15.5% of actual employment in 2025 over 2026–2030, with the projected employment capacity of the total industrial potential reaching 3.41 million workers, compared with 1.34 million employees in 2025. Implications. The feasibility of introducing preferential customs and tax regimes is supported by the reverse fiscal multiplier effect, which, through job creation, may partially offset the primary budget losses in the medium term. The abolition of import duties on equipment has the potential to become budget-neutral due to reverse tax revenues, which provides grounds for revising customs and tariff policies. The proposed multiplicative model can be expanded to account for regional labour market disparities and the effects of labour reallocation between industries.

The current state of digital technology implementation worldwide and in Ukraine has been outlined in the article. It has been shown that in developed countries there is a high level of adoption of precision farming systems, Big Data, drones, and ERP systems, which contributes to higher efficiency and competitiveness of the enterprises. In Ukraine, significant differentiation has been revealed: large agricultural holdings actively introduce innovations, while small and medium-sized farms face financial and infrastructural constraints. A methodological approach to assessing the impact of digitalization on economic performance has been proposed. A system of indicators has been defined, including labor productivity, yield, cost price, profitability, and return on sales, as well as the level of automation and the use of electronic services. An integral index of digitalization has been developed, which makes it possible to quantitatively assess the degree of digital maturity of the enterprises and link it to economic performance indicators. An empirical study has been carried out, analyzing a sample of agricultural enterprises with different levels of digital transformation. A positive influence of digital technologies on agricultural crops’ yield, cost reduction, and financial stability of enterprises has been identified. A comparison between digitalized and traditional enterprises has confirmed the presence of statistically significant differences in their performance. The main barriers and risks of digitalization have been determined, including the high cost of technologies, insufficient infrastructure, staff shortages, and cyber threats. The necessity of state support, the improvement of digital literacy, and the development of information infrastructure have been emphasized as prerequisites for further innovation diffusion. It has been concluded that digitalization is one of the key factors in enhancing the competitiveness of agricultural enterprises, and the proposed methodological approach can be applied to monitor the effectiveness of digital transformation. It is emphasized that the integration of digital technologies into agriculture has a long-term multiplier effect, which is manifested not only at the level of individual enterprises, but also in the development of the industry as a whole. It is established that the effectiveness of digital innovations is enhanced when combined with organizational changes and modernization of the management system. The prospects for the further research aimed at assessing the socio-economic effects of digitalization and the formation of the strategies for sustainable development of the agricultural sector of the economy are substantiated.

Introduction. Rural areas of Ukraine are influenced by long-term demographic and socio-economic imbalances that have developed over an extended period and have significantly intensified in recent years under the impact of migration processes, population aging, shortages of qualified labor, and degradation of social infrastructure. These trends are accompanied by a decline in economic activity, deterioration in quality of life, and weakening of social cohesion in rural communities, negatively affecting the reproductive capacity of the agricultural sector and rural territories as a whole. Methods (Methodology). The article applies systemic and organizational-economic approaches to examine the management of human capital reproduction processes in rural areas under conditions of institutional transformation. Methods of analysis and synthesis, scientific abstraction, induction, and deduction are used to substantiate the economic essence of managerial mechanisms and to distinguish their organizational and economic components. Institutional, structural-functional, and comparative analysis are employed to generalize the findings and formulate practical conclusions without the use of economic-mathematical methods. Results. The study establishes that effective management of human capital reproduction processes in rural areas is possible only through the integration of organizational and economic mechanisms within a coherent institutional environment that ensures the integrity and continuity of reproductive processes. It is substantiated that fragmentation of managerial decisions, insufficient coordination between levels of government, and weak integration of human development policy into rural development strategies significantly reduce the efficiency of utilizing the human potential of rural territories. It is proven that the key determinants of management effectiveness include the quality of the institutional environment, the level of institutional capacity of local self-government, and systematic investment in education, healthcare, vocational training, and the development of local entrepreneurship.

Introduction. The contemporary dynamics of rural development in Ukraine are shaped by a combination of persistent structural distortions and new crisis factors driven by prolonged demographic losses, large-scale labour migration, declining quality and accessibility of social infrastructure, as well as the socio-economic consequences of the full-scale war. Under these conditions, human capital acquires the status of a system-forming resource that determines not only the pace of economic growth in the agrarian sector but also the capacity of rural areas for recovery, adaptation, and the provision of long-term socio-economic sustainability. Method (Methodology). The study employs systemic and institutional approaches to examine human capital in rural areas as an object of economic reproduction, taking into account the influence of formal and informal institutions and governance mechanisms. Methods of analysis and synthesis, scientific abstraction, induction, and deduction are applied to clarify the economic essence of human capital, identify its structural components, and substantiate the role of reproductive processes in rural development. Results. It is established that the human capital of rural areas constitutes a strategic object of economic reproduction, the level and quality of which determine the competitiveness of the agrarian sector, the resilience of the food system, and the socio-economic development of Ukraine under demographic, migratory, and wartime challenges. Institutional factors – namely the quality of state policy, the capacity of local self-government, the accessibility of social infrastructure, and the level of social capital and trust – are identified as key incentives or barriers to investment in rural human capital. It is substantiated that effective management of its reproduction requires the integration of human development policy into rural and regional development strategies, the advancement of educational and social infrastructure through digital technologies, and the implementation of resilient governance models at the level of territorial communities.

Purpose. The paper aims to present the concept and methodology for identifying ecologically and economically consistent parameters of production processes in vegetable growing. Methodology / approach. The research methodology assumes that crop production efficiency can be assessed by the carbon balance, where such a balance can have a specific economic expression as one of the efficiency criteria. The above is proposed to be carried out on the basis of the authors’ approach to assessing ecologically and economically consistent parameters of production processes in vegetable growing by the dynamics and balance of soil organic matter (humus). Results. The paper presents the results of the study of environmental problems of modern vegetable production, which provided the basis for a new interpretation of productivity, costs, efficiency, and balance of the industry. This interpretation was carried out on the basis of actual material on the industry operation in Ukraine as a whole and on the example of individual enterprises of the Vinnytsia region. On this basis, a complex – ecological and economic – criterion of production efficiency was proposed, as well as possible ways to solve the problem of environmental risks through the formation of a special type of management. One of the results was the empirical reflection of the processes of using and reproducing fertility as a capital-forming factor of long-term investment action in industry models. Originality / scientific novelty. For the first time, a description of the dynamics of Ukrainian vegetable production over the last 35 years was carried out as a separate, original model based on the following variables: productivity, manufacturability (costs and payback of fertilisers), weighted average indicators of annual mineralisation and humification, as well as the general balance of reproducing soil fertility in the production process. This model allows for the assessment of industry environmental risks and the justification of recommendations on the possibility of their minimisation. For the first time, the parameters of the positive impact of the transition to a market model of vegetable production were described using the criterion of soil fertility reproduction. Practical value / implications. Assessment, modelling, and forecasting of ecologically and economically consistent parameters of production processes in vegetable growing, in addition to scientific interest, is considered as a direct tool for maximising the efficiency of the vegetable market as a whole. In particular, the proposed approach is the basis for substantiating the structure (ratio of crops) and parameters (fertilisation, productivity, costs, efficiency) of vegetable production within the defined limitations of environmental management.

У статті досліджується вплив діджиталізації на бізнес-процеси підприємств. Розглядаються теоретичні основи поняття діджиталізації та її значення в сучасному підприємницькому середовищі. Автори акцентують увагу на ключових аспектах впровадження цифрових технологій, таких як штучний інтелект, великі дані, блокчейн та IoT, і їхньому впливі на оптимізацію процесів, підвищення продуктивності та зниження витрат. Особлива увага приділяється викликам, пов'язаним з фінансовими витратами, безпекою даних та адаптацією персоналу. У статті також аналізуються ключові фактори успіху діджиталізації, включаючи стратегічне планування, інвестиції в інфраструктуру та розвиток цифрових навичок працівників. Перспективи подальших досліджень охоплюють вивчення нових бізнес-моделей, які виникають завдяки цифровим технологіям, та вплив діджиталізації на різні галузі економіки. Стаття є корисною для науковців і практиків, які зацікавлені у впровадженні цифрових рішень на підприємствах