This article in Privacy Laws & Business discusses the surging demand for access to health data, highlighting synthetic data generation as a viable and innovative solution to address privacy obstacles. The article covers how synthetic data is generated, applications, and related issues. Gartner and Forrester analysts predict a significant shift to synthetic data in AI, emphasizing its role in reinforcing privacy and organizational resilience. Use cases include AI model data access, software testing, and technology evaluations. Data protection authorities’ interest in mounting and there is a need for clear guidance and incentives for adopting privacy enhancing technologies.