Sociological analysis of innovative activity as creativization of routine and routinization of creative work

The paper presents the results of the sociological analysis of post-modernization and development of innovative knowledge-driven economy and accentuates the understanding of new role of human beings within the value creation chain. Robotized high-technologies and digitalization lead to the discovering of new opportunities for the content of labour taking into account the introducing of elements of playing (gamification) and creativity, that sets new goals of the creation of algorithms for creativity (routine) and rises the requirements to the competencies of governance and to the regulatory system.