The research seeks to examine how surveillance capitalismo, intensified by advances in Artificial Intelligence, has transformed the collection and use of personal data into a structural mechanism of power, and to offer recommendations for governments, universities, schools, media outlets, and civil society organizations aimed at fostering critical awareness among citizens regarding the collection and use of personal data in virtual environments. The study is situated within a context that calls for new forms of governance that prioritize ethics and the protection of fundamental rights in the digital world.