In this weeks thought provoking conversation, Jason and Davey discuss the importance of personally identifiable information (PII) and how organisations should approach it. They emphasise that PII is not inherently bad, but rather the problem lies in not knowing where it is and how it is secured. They highlight the need for organisations to understand what information they have and why they have it, and to ensure that it is stored in the right place with the appropriate security measures. They also discuss the role of AI in automating certain tasks and augmenting the findability of information based on user behaviour. The conversation explores the usefulness of AI, specifically generative AI, in various areas.