How should we balance personalization and ethics when using aggregated user data?

[Stephen54]

I'm a product manager at a tech startup, and we're developing a feature that uses aggregated user data to personalize content. While it's within our privacy policy, I'm personally grappling with the ethics of using behavioral data in a way that users might not fully understand, even if it improves their experience. For other professionals in tech or data science, how do you navigate the line between innovative personalization and manipulative design, and what frameworks or questions do you use to evaluate the ethical implications of a new feature before it goes to development?