What is Privacy-enhancing technologies (PETs)

New privacy rules and responsible data use are pushing companies to find clever ways to learn from data without exposing personal details. This chapter explains different techniques that protect privacy while still gaining insights. They provide strong privacy guarantees so organizations can use and share data safely. Real-world examples show how companies in marketing, healthcare, banking, and other industries apply these techniques to drive business value through secure collaboration and accelerated innovation. Recommendations help teams choose and test the right privacy tools for their needs. With the proper privacy toolbox, market intelligence can thrive in an era of ethical data analysis. Organizations that embrace privacy-first practices will gain a competitive advantage and consumer trust. This chapter equips teams to adopt modern privacy-preserving approaches to tap hidden insights in data while respecting user confidentiality.