At what point does “personalization” become surveillance?

Every big tech company swears their tracking is just to “improve your experience.” But I can’t shake the feeling that personalization has become the perfect disguise for data mining.

When your browser, shopping app, and even your keyboard are all tracking behavior to “serve you better,” is it still personalization or are we just willingly feeding the machine?

I’ve started analyzing privacy policies with a breakdown tool lately, and it’s wild how much data is collected under that one word. Curious how others draw the line.