Abstract: The article reviews the main development features of technology transformation in the circumstances of digital economy sustain development. The paper presents the results of a critical analysis of scientific positions on the interpretation of the labor transformation into digital organization. Article suggests that the main feature of future economy that employees will be shifted from making decisions and solving problems. According to these features, the competitive advantages appears not in the process of producing goods or services for classic markets but in the process of «creating» customers. Thus, the successful enterprise have to influence the consciousness of human, his understanding of the usefulness and functionality of things or services. These processes have already happened in many areas — a shift of economic consciousness towards the fact that the consumer should not be persuaded but to «grow» him, to shape his needs and preferences. One of the most powerful tool of analyzing and influencing customer needs are social networks and services. The introduction and further Al and chat-bots implementation causes that future of customer-related negotiations is laying not even in the social networks but in the messengers. Messengers may appear to become a new element of the business communication and business culture with the ability to influence customers behavior.

Machine learning computer systems is getting better with experience and transforming labor performance even much as machinery and electricity have in the past, so we can make a prediction that traditional labor activities changes dramatically. Understanding this processes will help companies to succeed in digital economy era.