PII in Freefall: How Gen AI Is Blurring the Line Between Safe and Exposed

Summary Personally Identifiable Information (PII) no longer stays confined to databases. In Gen AI systems, it flows across prompts, embeddings, retrieval pipelines, and generated outputs - often beyond the boundaries organizations think they control. This article explores how Gen AI reshapes privacy risks, why traditional controls fall short, and what it takes to design systems that manage exposure, not just data access.