Every corporation has to answer these questions but right now they have to do it with no real guidance from the government. This makes the data a ticking time bomb. It's not clear what can be done with it or even how much it's worth. It's not clear what best practices exist in terms of technologies and ethical guidelines.
That said nobody expects something like the GDPR too happen in America. Pretty much every other country will adopt similar laws though. If Americans are lucky they'll get some benefit from that.