How do I balance personalization with privacy concerns?

As an e-commerce brand, I'm constantly walking a tightrope between creating personalized experiences and respecting my customers' data privacy. Every day, I'm trying to understand my customers better—what they like, what they might want to buy—without feeling like I'm crossing a line. I've invested in targeted ads, email campaigns, and recommendation engines, but I'm increasingly worried. My customers are more privacy-conscious than ever. They want relevant recommendations, but they don't want to feel like they're being watched or manipulated. I've seen horror stories of brands that got too aggressive with personalization and faced backlash. My biggest fear is losing customer trust. How can I create those magical, tailored shopping experiences that feel helpful and considerate, not invasive? I want my customers to feel understood, not exposed. It's about striking that delicate balance between data-driven insights and genuine respect for individual privacy. I need strategies that feel transparent, give customers control, and still help me provide a more intelligent, responsive shopping experience.