The article explores the possibilities of using behavioural mechanisms to create sustainable and predictable HR processes in modern organizations. The study shows that traditional approaches to personnel management often demonstrate low predictability and susceptibility to external shocks. A conceptual model of the interaction between three behavioural factors that ensure the stability of personnel processes has been developed. The practical significance of the study lies in the possibility of applying the proposed solutions to improve the efficiency of HR management by creating predictable behavioural patterns among employees and reducing the volatility of personnel decisions.

Modern enterprises operate in crisis conditions of increased uncertainty and risk, accompanied by the accelerated development of information and digital technologies. This highlights the need to engage all employee groups in the implementation of innovative transformations. At the same time, a new threat is emerging: the decline of key competencies due to the outsourcing of many routine and creative tasks to artificial intelligence. Our research revealed a conceptual gap: the personal meanings of enterprise employees are not linked to the goals of innovation activities (creativity, learning new things, development, etc.), meaning that the development of innovative competencies has no personally significant value for employees. To address this issue, we have developed an algorithm for the social design of value-motivational meanings, the purpose of which is to align employees' personal meanings with the enterprise's development strategy.

This article examines key areas for implementing artificial intelligence (AI) in the agro-industrial complex (AIC), from local pilot projects to systemic digital transformation of the industry. It analyzes various AI-based solutions: machine vision systems for crop quality monitoring, predictive analytics for forecasting yields and resource requirements, autonomous agricultural machinery and robotic systems, and intelligent supply chain management systems. It is shown that the transition from isolated pilot projects to scalable solutions requires overcoming a number of barriers—technological (low digital maturity of farms, data fragmentation), organizational (lack of personnel with competencies in data science and agronomy), and institutional (insufficient regulatory frameworks and data exchange standards). The study concludes that sustainable transformation of the agro-industrial complex is only possible with a comprehensive approach: integrating AI into end-to-end digital platforms, providing government support for infrastructure development (such as unified agricultural data and testbeds), and training a new type of workforce—"agrotechnologists."

Modern tourism is one of the most dynamically developing sectors of the economy. It fosters independence, initiative, entrepreneurship, spirituality, and morality among various segments of the population. In shaping a person's socio-cultural profile, domestic tourism, alongside addressing system-wide objectives, contributes to the informational and socio-cultural comprehension of societal development processes and helps overcome the national and historical isolation of individual regions within the country. The article presents a social monitoring of the population's expectations regarding the development of domestic tourism, assessments of the quality of the tourism product, and substantiates the principles of its strategic development.

In today's world, education is becoming increasingly important, and more young people are seeking to continue their educational path. To assist applicants, universities are opening call centers that take calls from graduates and their parents to help resolve issues. However, this topic has not been explored in the scientific community. Some universities conduct surveys on the quality of the admission process, but this data is intended for internal use rather than for publication in open access. Also, surveys do not always contain information about the call center, even though it is an important source of knowledge for applicants from other cities. The relevance of the study lies in understanding how the call center can be modernized, which, in turn, will improve the quality of the admissions committee's work and allow applicants to obtain information faster and more easily. The article describes the method of marking call data and further analysis of the data received by the call center of the admissions committee University (St. Petersburg) in order to identify the main topics on which applicants ask questions. В статье был проведен метод разметки данных звонков и дальнейший анализ полученных данных, поступающих в колл центр приемной комиссии университета (г. Санкт-Петербург) с целью выяснить основные темы, по которым абитуриенты задают вопросы.

The article examines the formation of the social image of Cossacks in contemporary Russian society, focusing on its correlation with respondents’ level of religious churchliness. Based on a survey of 1216 members of Cossack organizations in the Krasnodar region (2023), key components of the Cossack image, as well as perceptions of Cossacks as a phenomenon, were identified. Thematic modeling (LDA) revealed three dominant themes: emotive (character, family), traditional (Orthodoxy, service), and visual (attributes). It was found that higher churchliness correlates with emphasis on traditional-religious aspects, while less religious groups focus on external attributes.