This article provides a socio-philosophical analysis of the transformation of human identity in the context of the digital economy. The main objective of the study is to examine how the expansion of digital technologies, platform economies, and data-driven systems reshapes social and personal identity. Identity is interpreted not as a product of traditional social relations, but as a dynamic construct formed within digital environments. Particular attention is paid to the role of algorithmic governance, artificial intelligence, and big data in transforming human behavior, decision-making processes, and self-perception. The findings indicate that under the conditions of the digital economy, human identity becomes fragmented and acquires a hybrid form, combining both real and virtual dimensions. The study substantiates the need for an integrative theoretical framework to understand the relationship between digital economy and human identity transformation.

цифровая экономика, человеческая идентичность, платформенная экономика, алгоритмическое управление, большие данные, искусственный интеллект, цифровой профиль, субъективность, социальная идентификация, системы контроля, цифровая трансформация, философский анализ, интегративная парадигма, гибридная идентичность.

Castells, M. (2010). The Rise of the Network Society. Oxford: Wiley-Blackwell Publishing.

World Bank. (2021). World Development Report: Data for Better Lives. Washington, DC: World Bank Publications.

International Monetary Fund. (2022). World Economic Outlook: Countering the Cost-of-Living Crisis. Washington, DC: IMF Publications.

United Nations Development Programme (UNDP). (2023). Human Development Report: Breaking the Gridlock. New York: UNDP Publishing.

Castells, M. (2009). Communication Power. Oxford: Oxford University Press.

Castells, M. (2010). The Rise of the Network Society. Oxford: Wiley-Blackwell Publishing. Ushbu asarda raqamli jamiyat va identitet shakllanishining nazariy asoslari ishlab chiqilgan.

Zuboff, S. (2019). The Age of Surveillance Capitalism. New York: PublicAffairs Publishing.

Foucault, M. (1977). Discipline and Punish. New York: Pantheon Books.

Brynjolfsson, E., & McAfee, A. (2014). The Second Machine Age. New York: W.W. Norton & Company.

Schwab, K. (2016). The Fourth Industrial Revolution. Geneva: World Economic Forum Publishing.

Harari, Y. N. (2017). Homo Deus. London: Harvill Secker.

Latour, B. (2005). Reassembling the Social. Oxford: Oxford University Press.

Giddens, A. (1991). Modernity and Self-Identity. Stanford: Stanford University Press.

Bostrom, N. (2014). Superintelligence. Oxford: Oxford University Press.