The article analyzes the transformation of markets and fundamental shifts in the methodology of institutional analysis that occur in the digital economy and the convergence of technology and science. For this purpose, a comparative description of artificial intelligence and the nature of consciousness is given, the definition of economic institutions is clarified and the refusal of analytical reduction is justified, the main directions of market transformation under the influence of digital technologies and the specificity of the integral (transdisciplinary) approach in institutional analysis are revealed.