How can businesses ensure that their use of technology to enhance the customer experience is both effective and ethical in today's digital age?

Businesses can ensure that their use of technology to enhance the customer experience is both effective and ethical by prioritizing data privacy and security, being transparent about how customer data is collected and used, and obtaining explicit consent for any data collection. They should also regularly review and update their technology systems to ensure they are compliant with industry regulations and best practices. Additionally, businesses should actively seek feedback from customers to understand their preferences and concerns when it comes to technology use in the customer experience.