With the development of digital services and the active introduction of artificial intelligence technologies, the problem of personal data protection (PD) is reaching a new level. In 2025, cyber threats are increasingly affecting user data, from customer database leaks to theft of biometric information.

According to the IBM Cost of a Data Breach Report 2025, the average damage from a single PD leak was $5.1 million, and 82% of incidents were caused by human error or system configuration errors.

1. Identification through AI: Machine learning algorithms are able to reconstruct a person's identity from partial data (for example, from a digital footprint), even without the consent of the subject.
2. Deepfake and biometric attacks: Hacking of voice and visual biometric data is already being used to bypass banking and government systems.
3. Data leakage through partners: weaknesses are often found not in the company itself, but in contractors or suppliers.
4. Shadow IT and cloud applications: employees are increasingly using unauthorized services, not realizing the risk of personal data leakage.

In 2025, the requirements for working with personal data will be strengthened:

• GDPR (EU) provides for fines of up to €20 million or 4% of annual turnover for violations of personal data processing.
• Kazakhstan has provisions of the Law "On Personal Data and their Protection", as well as new acts focused on localization of personal data storage, transparency of processing and mandatory reporting of leaks.
• Businesses that process personal data of citizens of Kazakhstan must ensure compliance with information security standards, including access auditing, encryption, incident management, and logging of data processing operations.

Conducting DPIA (assessment of the impact on data protection) is especially important when introducing new services, AI solutions or mobile applications. ✅ Data encryption both at rest and during transmission. ✅ Access control and rights minimization: only necessary access, automatic blocking of unused accounts. Separation of data storage and metadata. Regular cyber hygiene trainings for employees. The Data Breach Response Plan must be approved and tested. Conducting pentests and auditing of PD processing logs with the involvement of external specialists.

Personal data is a new digital asset, and their loss today is equal to reputational and financial ruin. Companies that invest in a security culture, comply with international standards, and implement data protection technologies build not only user trust, but also market stability.

Cybersecurity is not only about technology, but also about trust. With the rapid development of AI and the growth of digital services, personal data protection is becoming a strategic priority for any organization.

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