Aim. The presented study aims to harmonize the understanding of the innovative growth of the virtual economy within the framework of a regulatory approach from the perspective of the evolution of regulatory mechanisms.Tasks. The authors identify the major conditions and elements of the virtual economy; clarify the definition of the virtual economy; determine the essential characteristics of the innovative growth of the virtual economy; develop a multidimensional matrix of tools for measuring the innovative growth of the virtual economy within the framework of a regulatory approach.Methods. This study uses the methods of scientific analysis and synthesis as well as comparative and systems approach to examine the reflection of innovative growth in the evolution of regulatory mechanisms that determine economic behavior.Results. The acceleration of economic virtualization during the 2020–2021 pandemic has exacerbated the need for a scientific analysis of the ways and directions of innovative economic growth with allowance for intangible, primarily virtual factors, which include traditional symbolic components implemented on the basis of digital tools. The conducted analysis makes it possible to identify four main dimensions that determine directions for the innovative growth of the virtual economy: adaptation to new categories of entities to the extent of personification based on big data; development of new behavioral models; development of institutions and ecosystems; prioritization of a meaningful requirement for harmony and aesthetics on the part of users.Conclusions. A study of the multidimensional model of innovative growth of the virtual economy will make it possible to improve both the decision-making of individual and group entities, and the regulatory mechanisms used by the government.

Expansion of Digital tools of economic activity reveal the role of the humans within the business processes. The growth of aggregators as a business model that automates the agency activity causes interest in the analysis of the content of professional agency activity and the identification of the specifics that differentiate the work of the agent from the algorithms of intellectual data processing. Under agency activities we consider the professions of doctors, lawyers, realtors. The spread of telemedicine, systems of normative legal documents and artificial intelligence, databases of offers and requests in the field of real estate, nevertheless, does not lead to the disappearance of these types of agents. On the contrary, the work of competent professionals in these areas is increasingly in demand. This means that the specific qualities and parameters of agency activity for today are not amenable to full algorithmization, i.e. it is possible to identify the specific agent competencies, which are more valuable than the processing of medical, legal information or real estate market data. The article examines the main components for constructing the model of the professional agency activity and provides an example of diagnosing the professional agent's competences in the digital economy.

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