The Impact of Digital Technologies and Marketing Innovations on the Role of Human Capital in the Transformation of Logistics Processes

The productivity of the logistics sector has traditionally depended on the skills and qualifications of its specialists. In the era of digitalization, however, the role of technical, managerial, and executive personnel as a strategic resource has grown significantly. This study examines the importance of human capital and professional development programs in the digital transformation of logistics processes. It highlights the synergy between supply chain reconfiguration and the enhancement of employee competencies within digitalized logistics systems. The transition from traditional manual logistics operations to technology-based automated functions redefines the role of human capital, emphasizing innovation and adaptability. Despite the growing demand for specialists with advanced digital skills, the pace of competency development remains slow even in highly efficient logistics countries. Analysis of the Ukrainian experience reveals a need for continuous training and reskilling initiatives. The study also explores the interrelation between marketing innovations and logistics activities in a digital environment. Keywords: logistics process, innovation marketing, green technologies, digital technologies, digital marketing, logistics, human capital.