How can companies ensure that they are ethically using customer data to personalize experiences and gain a competitive edge in the market?

Companies can ensure ethical use of customer data by obtaining explicit consent from customers before collecting and using their data. They should also be transparent about how the data will be used and ensure that it is kept secure and confidential. Additionally, companies should regularly review and update their data privacy policies to align with regulations and best practices in the industry. By prioritizing ethical practices, companies can build trust with customers, differentiate themselves in the market, and ultimately gain a competitive edge.