By NIlay Oza, CEO and Co-Founder, Klevu

Privacy has always been a hot topic, but recently temperatures have been rising. Netflix’s documentary, The Social Dilemma, highlighting how social networks utilize our data not only to sell us products and services, but also ideology, opinions, and political views has caused many people to question how freely they share data in their digital lives.

However, 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. Meaning that some kind of method for personalization is beneficial to all. According to Boston Consulting Group, businesses able to deliver relevant experiences to customers at multiple moments across the purchase journey achieve cost savings of up to 30% and revenue increases of as much as 20%. A compelling case indeed. But on the flip side, only one third of consumers believe that companies are using their data responsibly.

Personalized experiences may benefit businesses and shoppers alike, but there can be complications and uncertainty, socially, morally, and technically.