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Digital world is characterized by user empowerment, content boom, democratization of information, nomadic nature of users, image-based (content) society, alitracy, linguistic whateverism, etc. Huge number of users of libraries has migrated to digital world and the existing knowledge of librarians does not reflect truly the needs and behavior of digital information users. Digital world has provided a great opportunity to those who wish to understand digital information users in terms of log data of what users have done (as against what users say in legacy studies). Digital environment also has certain inherent threats like dehumanization while excessively emphasizing speed and access, disintermediarion/ user-enabling logic, too many complex strategies, multitude of choice and so on. The talk tries to explore the environment to determine what kind of understanding of digital information users is required and through what methodology. Citing the results and findings of selected recent studies discusses values, needs and behaviour of digital information users vis-à-vis exploring whether user-empowerment has isolated and deserted librarians and what kind of strategies like ‘embedded librarianship’, ‘invisible librarian’, ‘repositioning’ or ‘re-orientation’ can save and be more effective in facing the challenges of digital world.