Windows 10 users who are concerned about privacy and how their data is being used, should make the below changes to increase their privacy in Windows 10. By default, Windows 10 Home and Pro version shows ads and Microsoft automatically associates an advertising ID to the user account. Microsoft recently started displaying ads for the new Microsoft Edge browser in the Start Menu. Microsoft also uses this ID to tailor ads for Bing and other web services. Microsoft supports speech recognition to speak to Cortana or use dictation. Microsoft admits in their privacy policy that they manually review short snippets of voice data to improve their service.
Source: https://www.bleepingcomputer.com/news/microsoft/windows-10-privacy-guide-settings-everyone-should-use/