Social aspects of innovation management in digital sector

Innovation management in the digital sector requires taking into account the institutional, socio-structural and socio-cultural context. The article discusses the thesis about unevenness of digitalization in different spheres of society and for different social groups. The actual implementation and use of innovations in everyday life depends not only on development of infrastructure and digital literacy, but also on emerging social norms, including associated with peculiarities of culture of society, belonging to the “artificial” or “natural” type. Artificial intelligence and digital innovations affect the field of health, human corporeality, bioethics, biosociality, etc. There are new sociological approaches which make it possible to study the management of innovations, for example, atypical sociology, augmented reality, concept of posthumanism, etc. An information policy is needed that allows representatives of social groups to perceive innovations more adequately