Ways of digital transformation of agricultural advisory in Ukraine

The purpose of the article is to substantiate the expediency of creating a binary system of advisory, which is represented by the structure of classical advisory, leading agricultural institutions of higher education, scientific institutions using the technological web platform of electronic advisory and to determine the role of the public organization “National Association of Agricultural Advisory Services of Ukraine” in transformation processes. Research methods. The methodology of digital and information economy, methods of economic and statistical analysis, the theory of creation, accumulation, monetization, and depreciation of information are applied to substantiate the use of the binary advisory system. Research results. The experience of institution formation and practical implementation of the advisory system in the early 2000s at the expense due to centralized budget resources has analyzed. It is concluded that at that time the counseling service had almost no systematic client base, and a significant drawback was the lack of a platform for the accumulation of knowledge on topical issues of rural development. The results of the study on the demand for advisory services are presented, along with the statement of a significant low use of basic technologies at the level of small households. The potential of scientific and advisory support is analyzed, along with potential clients of the agricultural advisory system. It is determined that in the system of providing advisory services, despite the available potential, agricultural universities and research institutions were insignificantly involved. And the declared advisory capacity was offered mostly formally. The concept of the binary advisory system as a combination of professional science efforts with the activity of certified advisors on the basis of a digital platform is proposed. Emphasis is placed on both the preservation of socially-oriented advisory services and the monetization of this activity using the potential of the digital platform, as well as priority areas for the accumulation of knowledge on key issues in the agricultural sector. Scientific novelty. The directions of digital transformation of agricultural advisory with a combination of professional certified advisors, educational and scientific institutions on the basis of digital electronic platform are offered. Practical significance. The work presents the proposed and implemented areas of digital transformation of agricultural advisory, aimed at the practical significance for all participants in the advisory process. Tabl .: 3. Figs.: 5. Refs.: 29.