Users’ perceived value and risk in HUD-mediated knowledge sharing in the metaverse: a study on public response towards AI glasses

Purpose The next move towards the metaverse is combining artificial intelligence (AI) with true augmented reality experience. While head-mounted devices provide this experience with enhanced immersion, head-up displays ensure better convenience. This study aims to investigate how users perceive values and risks associated with sharing knowledge through AI glasses in the metaverse, as well as the factors that impact the degree of perceived values and risks. Design/methodology/approach This study uses the Latent Dirichlet Allocation approach to identify key constructs by analysing 10,977 pre-processed YouTube comments. Furthermore, using machine learning models, the perceived values and risks of using AI glasses were predicted from the text, and finally, the impact of the identified constructs on users’ value and risk perception was measured. Findings The public perceives that assessing the metaverse through AI glasses offers functional, emotional and conditional benefits, but at the same time, it also incorporates performance, psychological, social and privacy risks. However, it is only the functionality of the glasses that influences the degree of perceived value, but the perceived risk is influenced by all the identified factors. Originality/value This study contributes to the literature by uncovering the values and risks associated with advanced technologies as perceived by users. In addition, it addresses concerns about building robust knowledge management systems to safeguard users’ shared knowledge of their personal surroundings and interactions through AI glasses, as well as designing comfortable and stylish glasses. Furthermore, it suggests collaborating with medical experts to develop glasses tailored for individuals with physical disabilities.