THE PRACTICAL MODEL MOTIVATION 4.0 AND ARTIFICIAL INTELLIGENCE AS FACTORS FOR BUILDING A DIGITAL ORGANIZATIONAL CULTURE

Abstract

The article explores the role of the Motivation 4.0 Practical Model and artificial intelligence as key factors in building a digital organizational culture in modern organizations. The aim of the study is to analyze how the integration of motivation-based management models with artificial intelligence–driven tools supports organizational adaptability, employee engagement, and value-oriented digital transformation. Using a conceptual and analytical approach, the article examines the interaction between Motivation 4.0 and artificial intelligence in the context of learning, communication, and decision-making processes. The findings suggest that artificial intelligence may enhance the practical applicability of Motivation 4.0, particularly in digitally mature business organizations. At the same time, the model provides a human-centered framework that balances emotional intelligence, green human resource management, corporate social responsibility, and benchmarking. The study concludes that the synergy between Motivation 4.0 and artificial intelligence contributes to the sustainable development of a digital organizational culture based on trust, innovation, and continuous learning.