Guarding Digital Privacy: Exploring User Profiling and Security Enhancements

User profiling, the practice of collecting user information for personalized recommendations, has become widespread, driving progress in technology. However, this growth poses a threat to user privacy, as devices often collect sensitive data without their owners' awareness. This article aims to consolidate knowledge on user profiling, exploring various approaches and associated challenges. Through the lens of two companies sharing user data and an analysis of 18 popular Android applications in India across various categories, including $\textit{Social, Education, Entertainment, Travel, Shopping and Others}$, the article unveils privacy vulnerabilities. Further, the article propose an enhanced machine learning framework, employing decision trees and neural networks, that improves state-of-the-art classifiers in detecting personal information exposure. Leveraging the XAI (explainable artificial intelligence) algorithm LIME (Local Interpretable Model-agnostic Explanations), it enhances interpretability, crucial for reliably identifying sensitive data. Results demonstrate a noteworthy performance boost, achieving a $75.01\%$ accuracy with a reduced training time of $3.62$ seconds for neural networks. Concluding, the paper suggests research directions to strengthen digital security measures.