In the digital age, with the proliferation of technology, the challenge of identity recognition has become increasingly complex. To ensure long-term benefits, it is essential to implement an identity resolution solution that can provide true identity over time. This system should allow brands to maintain accurate and quality data; integrate their own, secondary and third-party data; and comply with privacy and security legislation, while taking advantage of market-leading identity resolution capabilities and link technology. The most desirable feature of such systems is the ability to give people the freedom to exercise multiple identities in different contexts and relationships. This critique of narrativist arguments about the moral desirability of a unified identity can help highlight the key moral issues of instant messaging systems built around persistent singular identities.
According to MacIntyre, there simply is no moral identity for the abstract individual, since the self finds its moral identity in and through belonging to communities. However, without an identity solution that aligns those fragmented data points and recognizes who a person is and their history with their brand, it's likely to offer a disjointed and incoherent customer experience. Identity is the fundamental factor in generating information and information about consumers, whether a brand seeks to improve processes and operations or improve the customer experience. Subsequent developments in digital identity management systems have also highlighted moral concerns related to individual values and human rights (Chaum, 1985; Shoemaker, 20). Therefore, by minimizing the disclosure of private data and generating disposable identifiers, the SSI model can make the resolution of identities and the subsequent profiling by third parties more expensive (but not impossible).An individual, burdened by an increasing burden of contradictory moral judgments about the value of their identity, either falls into conformity or is paralyzed by the inability to make genuine moral decisions. In practice, the implementation of verified credentials proposed by the W3C uses DID as subjects of claims and DID documents as root records of digital identities. It is clear that identity resolution has both practical and ethical implications.
To ensure that brands are able to take advantage of market-leading identity resolution capabilities while still protecting consumer privacy, it is important to implement an identity solution that can provide true identity over time. This will help create a system that allows brands to maintain accurate and quality data while still complying with privacy and security legislation.