Abstract

The rapid growth of big data technologies has revolutionized numerous industries, leading to significant advancements in healthcare, finance, and marketing. However, this data-driven transformation has raised substantial concerns regarding personal privacy and data security. Once considered private, personal data is now a valuable asset for businesses, fueling debates over how it should be collected, processed, and protected. This article explores the future of personal data protection in the context of big data, analyzing emerging trends, challenges, and technological advancements. Key areas of focus include the growing risks associated with the storage and use of vast amounts of personal data, the impact of global data protection regulations such as GDPR, and the role of innovative technologies like encryption, artificial intelligence, and privacy-enhancing technologies. Furthermore, the article examines ethical considerations surrounding data ownership, the importance of user control, and the balance between privacy and innovation. As the world becomes increasingly interconnected through the Internet of Things (IoT) and smart cities, ensuring robust data protection becomes critical to maintaining user trust and safeguarding individual rights. The paper concludes with a call for stronger regulatory frameworks, improved technological solutions, and greater digital literacy to empower individuals and organizations in protecting personal data.

Keywords