The concept of a society of knowledge is considered in the article. It is proved that the knowledge economy, the core of which is the creative economy, provides the formation of a knowledge society. Today, the cultural industry, or creative economy, is considered as a new type of industry. The essence and peculiarities of the creative potential of a specialist are determined. The forecast indicators of Ukraine’s creative potential development are presented. It is revealed that modern problems of economic development are connected with the intellectualization of labor, giving the highest priority to the processes of producing new knowledge. To achieve predictive indicators of intellectual and creative activity in Ukraine, it is necessary to fulfill certain tasks.