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Introduction
This research will focus on the study of DARQ technologies (distributed ledger, artificial intelligence, extended reality, quantum computing) and their potential applications in the financial sector, with an in-depth analysis of artificial intelligence (AI) in personalized banking. The current literature includes the description of these technologies only separately and not as a unique framework. Furthermore, their application in banking, in particular the application of AI in personalized banking, has not been investigated yet, considering a concrete case study. Even if some limitations exist, this work could represent a starting point for future research studies and updates, following the technological evolution and improving the data set. The article will follow this order: the analysis of DARQ technologies based on literature, describing their features and their potential applications in the financial sector and highlighting why AI is particularly suitable for personalized banking; the presentation of personalized banking, including its link to mobile banking and AI, the explanation of the research methodology for both supply and demand and the introduction of the go-to-market framework; the results analysis and discussion to design the plan, followed by the conclusion.
Distributed ledger, artificial intelligence, extended reality, quantum computing technologies
DARQ is an acronym coined by Accenture in 2019 to highlight which emerging technologies must be adopted by every company to be able to compete in the post-digital era. This set of technologies includes distributed ledger, AI, extended reality (XR) and quantum computing (Accenture, 2019a, 2019b, 2019c).
Distributed ledger
A distributed ledger is a decentralized database, spread and synchronized across multiple sites, regions or participants who consensually share it. On the contrary to traditional databases, this technology has no central administrator or centralized data storage and allows the removal of third parties from the process (Underwood, 2016). A blockchain is a form of a distributed ledger with a peculiar technological underpinning: entries are confirmed and encrypted with a cryptographic signature, making it highly secured and verified (Meola, 2020).
Extended reality
XR is an umbrella term encapsulating virtual reality (VR), augmented reality (AR) and mixed reality (MR) (Mann et al., 2018). VR consists of a computer-generated simulation of a realistic experience, creating a simulated world in a real-time display, whereas AR integrates computer-generated content in the real world. When physical and...