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The relevance of the study is that creativity is analyzed, which is the basis for the formation of creative and innovative potential of a person as a factor in the formation of an information-digital society. Goal setting is to conceptualize a person's creative and innovative potential as a factor in formation of an information-digital society, a key factor in business, education, healthcare, law, or any other field. The creative and innovative potential of man has caused and will cause profound changes in the ways of our work, in values and desires, in almost every aspect of our daily existence. Analysis of recent research and publications. In the study we rely on the phenomenon of creativity, which are explored in the works of V. Andrushchenko, V.Bech, V.Voronkova, A.Kravchenko, S.Kutsepal, O.Kyvliuk, O.Punchenko. The focus is on Richard Florida's work, Homo creatives: How the new class is conquering the world (Kyiv, 2018). The matrix of creative-innovative potential of a person actualizes attention to the discourse-understanding of the relations "creative personality-digital society" and the influence of the informationcommunicative society on these relations. The purpose of the study is to conceptualize the creative and innovative potential of a person as a factor in the formation of an informationdigital society. The basis of the research is the conceptualization of basic schemes of creativity, which is a scientific novelty. Economy is the defining basis of a creative and digital society. Because information and innovation potential is the driving force of economic development, it is aimed at transforming the economy into a digital and innovative one by its degree of influence. Presenting main material. The analysis of formation and development of creative and innovative potential of a person as a factor of formation of information and digital society is carried out; the definition of "creative and innovative potential of a person as a factor of formation of information and digital society is presented; it is proved that the creative component is the dominant solution of problems of innovative and digital activity, including economic; conditions that contribute to the growth of human creative and innovative potential are analyzed; revealed that it represents the "creative and innovative potential of man" as a new dimension of information and digital society. The object of the research is the concept of creative and innovative potential as a new social and cultural phenomenon. The subject of the research is the influence of the information-digital society on the formation and development of creative and innovative potential. Methodology a methodology of cultural creativity that enables the creation and development of creative and innovative potential. Conclusions the concept of creative and innovative potential of a person as a factor of formation of information and digital society is formed

The matrix of creative-innovative potential of human as a factor of formation of digital technologies, digital education and digital economy