The digital world continues to grow more complex as companies use advanced AI tools to serve their interests. 'Surveillance pricing'—where businesses analyze your personal data to offer you personalized prices—is just one example of how data collection can feel overwhelming. From ride-sharing apps that charge more when your phone battery is low to airlines using AI-driven pricing algorithms, companies are finding more invasive ways to increase profits at consumers' expense. As laws gradually catch up, it becomes increasingly important to strengthen data privacy protections to keep our information safe and secure.