Digital technologies are fundamentally transforming professions by altering roles and redefining competencies across all sectors. The progression from computerization to digitization, digitalization, and now digital transformation has been driven by the widespread integration of artificial intelligence (AI) and big data analytics (BDA). Industry 4.0 introduced smart automation and connectivity, Industry 5.0 emphasized human–machine collaboration and personalization, and Industry 6.0 now integrates advanced technologies with sustainability and ethical considerations, exerting a profound influence on many professions. This transformation is especially significant in emerging markets, where AI and BDA are overhauling traditional practices and enhancing efficiency but also introducing new challenges. Focusing on the accounting profession, this paper examines AI’s and BDA’s dual impact on the roles and skill sets of professional accountants (PAs). Specifically, it addresses how these technologies shape the activities, interactions, roles, and competencies of PAs in an Industry 6.0 context, as well as the opportunities and challenges that arise. Given the public interest role of PAs in ensuring accuracy and transparency in financial reporting, understanding their perceptions and experiences of digital transformation is essential. The findings reveal that while AI and BDA drive efficiency gains and open strategic pathways, they also risk eroding core traditional accounting competencies, reducing client engagement, and raising ethical concerns such as data security and privacy—all of which can undermine service quality and, ultimately, public trust. These insights underscore the need for responsible AI and BDA integration, particularly in emerging markets, where digital literacy gaps and regulatory limitations may slow adoption. This study offers actionable recommendations for policymakers, educators, and organizations, highlighting the importance of ethical standards, targeted training, and sustainable practices to preserve the relevance and integrity of the accounting profession in an increasingly technology-driven era.
