The last few years have seen the advent of data management, analytics and intelligence platforms that use artificial intelligence (AI) and machine learning (ML) to analyze consumer data without accepting, analyzing or storing personally identifiable information (PII) of any kind. This is an important development because tools like this can provide the same insights that previously required raw data and consumer PII. The difference is that new tools use more advanced mathematics.

When used correctly in this way, AI and ML offer a powerful way to provide consumer data analysis (on enormous volumes of data from across an organization) while simultaneously maintaining data privacy and security by not transferring any PII data.

They create the possibility of the best of two worlds: flexible, scalable customer data analysis to support your data-driven business model, as well as the security and customer privacy required to maintain a viable business.