d e r e v li e d, d e eal d, s e gn i S   05 Firstly, as the ecosystem emerges, identity tokens (via Web3 wallets) will put people in control of their data. If people owned their data, they would be able to choose, monitor, and adjust what data they share with the businesses they interact with. They could also set preferences and selectively disclose the minimum amount of personal information required to receive the desired service. New privacy preserving techniques will enable brands to create highly personalized experiences but will prevent them from storing or misusing people’s raw data. Brands that retain, share, or link people’s personal information beyond what’s + 8bit digital art, octane render, 3d mixed media, aspect ratio 3:2, algorithm version 4 necessary for the service they provide could betray customer trust. When customers can simply revoke access to their first-party data, brands will not be able to force their way into people’s digital wallets. Copyright © 2022 Accenture. All rights reserved. 68