Abstract: in the modern world, for any enterprise, the main task of its operation is to maximize profits at minimal cost, while effectively using the production potential. Production potential is a combination of cost and material characteristics, which is expressed in the potential opportunities to produce products of a certain quality in the required volume. However, it is foolish to believe that the production potential depends only on the volume of products produced. And not many people think that information and intellectual potential, which affect both the quality and quantity of products, are equally important components of the production potential of any enterprise. Thus, it is important to understand what the intellectual and informational potential of an agricultural enterprise is, what it is made up of, what it depends on, what it influences and how it happens. In addition, it is important to find out what information and intellectual potential of an enterprise is already available, and for this it is necessary to review and study its performance, and based on the analysis, the head of the organization will need to take certain measures to change the information and intellectual potential of an enterprise for the better.
Keywords: information potential, intellectual potential, new technologies, absolute potential, real potential, creative potential, professional qualification potential