This research explores the integration of immersive technologies and advanced data analytics as strategic tools in banking, aiming to enhance competi-tive business models, efficient management and pricing and costs competitiveness. This study investigates the potential of immersive technologies, such as virtual reality and augmented reality, in creating immersive data-driven environments for decision-makers. The research examines how these technologies can improve risk assessment processes, foster more informed decision-making, and ultimately lead to the development of lower-risk banking products. Furthermore, the study delves into the utilization of big data analytics to extract actionable insights from vast datasets, enabling corporate banks to refine risk models and optimize pricing struc-tures. By leveraging immersive technologies and data analytics synergistically, the research aims to empower corporate banking institutions to offer more competitive and tailored financial products and services. The findings of this study contribute to the evolving landscape of corporate banking strategies, offering insights into innovative approaches for mitigating risks and enhancing market competitiveness in an ever-changing financial environment.

ISTAR - Information Sciences and Technologies and Architecture Research Center do ISCTE - Instituto Universitário de Lisboa, Portugal, e Fundação para a Ciência e a Tecnologia (Projeto "FCT UIDB / 04466/2020")

Banking,immersive technologies,data,fintech,strategy,user experience

• Computer and Information Sciences - Natural Sciences