ACTUAL CHANGES IN THE BASIC FUNCTIONS OF MANAGEMENT WHEN USING NEURAL NETWORK TECHNOLOGIES IN THEM

Abstract

The article analyzes the transformation of classical management functions (planning, organization, motivation, control) under the influence of neural network technologies and generative artificial intelligence. The relevance of the research is due to the transition from the use of AI to its integration into the very essence of management processes. Systematization of changes in the content and performance of each management function helps organizations proactively restructure management practices. Previously, there was a single entity (manager) responsible for planning and control, now a hybrid system is being formed in which a person sets target boundaries and ethical constraints, and a neural network system generates, simulates, optimizes and executes. The theoretical significance of the article lies in the development of a functional approach to management in relation to the conditions of hybrid intelligence, where the cognitive load is redistributed between a person and an algorithm. The practical significance lies in the development of specific recommendations for redesigning managerial roles, decision-making processes, and control systems based on an analysis of real-world implementation cases. The results of the study include a matrix of transformation of management functions, a model of "human supervisor and AI executor" for each function, a list of emerging risks and competencies critical for the manager of the new formation.