Chapter 7: Synergy and Discord: Exploring the Influence of AI-Driven Digitization on Markets and Workforces in the Metaverse Era

The advent of artificial intelligence (AI) and digitization has propelled societies into the Metaverse era, reshaping markets and workforces at an unprecedented pace. This bibliometric paper explores the synergy and discord arising from AI-driven digitization in the Metaverse era, focusing on its impact on markets and workforces. Through a systematic analysis of scholarly articles retrieved from the Scopus database, a total of 3,724 papers were identified, of which 277 were deemed as good quality and formed the basis of our bibliometric analysis, with an aim to investigate widespread adoption of AI—driven digitalization and its impact on market dynamics and related workforce. Key findings include burgeoning interest in understanding the multifaceted implications of AI-driven digitization within the context of the Metaverse, spanning from shifts in economic dynamics to socio-cultural transformations. Key themes identified include the integration of AI technologies in market systems, the blurring of boundaries between physical and virtual labor in workforce practices and the emergence of new forms of digital interactions and transactions. In conclusion, the literature may reflect growing attention toward this phenomenon, there exist notable gaps in interdisciplinary research and empirical investigations. As AI technologies continue to integrate into the fabric of the Metaverse, this chapter calls for a nuanced, multidisciplinary approach to navigate the complex interplay of innovation, disruption, and societal change.