How can companies ensure that the personalized experiences they create for customers through digital technology are authentic and not perceived as intrusive or invasive?

Companies can ensure that personalized experiences created for customers through digital technology are authentic by being transparent about the data they collect and how it is used. They should also allow customers to easily control their privacy settings and opt-out of certain personalization features. Additionally, companies can focus on providing value to customers through personalized experiences rather than solely focusing on data collection. Finally, companies should prioritize building trust with customers by respecting their privacy and only using data for the intended purpose.