SAS, the global leader in data analytics and AI, has added another notch to its AI portfolio with the acquisition of Hazy’s synthetic data technology, giving its AI platform a critical edge in secure, compliant data handling. Hazy, a London-based firm at the forefront of synthetic data technology, is renowned for creating statistically accurate yet privacy-preserving synthetic data, making it a valuable asset as the demand for generative AI in enterprise settings ramps up.
In announcing the acquisition, SAS CEO Jim Goodnight pointed to the increasingly crucial role of synthetic data in enabling AI to solve complex, data-heavy challenges in industries with rigorous privacy requirements. “Hazy is a pioneer in bringing synthetic data to market as a viable enterprise product,” he said, adding that by absorbing Hazy’s technology, SAS can “offer our customers unparalleled opportunities to harness data safely and effectively.”
A Competitive Boost for SAS’ Data Solutions
This acquisition firmly plants SAS in the emerging field of synthetic data generation, a technology that allows companies to mimic real-world data patterns without risking exposure of sensitive information. It’s particularly timely as industries from healthcare to finance grapple with data privacy laws and AI biases in an era when reliable, scalable data is key to maintaining competitiveness.
Hazy’s synthetic data technology isn’t just an insurance policy against data breaches or biases; it enables AI systems to be trained on realistic data scenarios without relying on real customer data. This innovation addresses long-standing issues with data availability, access restrictions, and quality, which often hinder AI development. As part of the SAS Viya® platform, Hazy’s synthetic data capabilities will give customers in tightly regulated industries the freedom to experiment and develop new AI models without breaching privacy requirements.
The Strategic Rationale: Faster and Safer AI Innovation
The integration of Hazy’s synthetic data software into SAS’ existing AI tools is expected to drive a range of operational benefits for customers, including faster time-to-market and cost savings. SAS’ 2024 release of SAS Data Maker already laid the groundwork for synthetic data in its platform, but Hazy’s acquisition brings added heft and sophistication.
According to Bryan Harris, CTO of SAS, the timing couldn’t be better. “Analysts predict that by 2026, 75% of businesses will use generative AI to create synthetic customer data, up from less than 5% in 2023,” he noted. With Hazy’s technology, SAS is positioned to meet this surge in demand, allowing its clients to leverage synthetic data to drive innovation while protecting consumer privacy.
Why Synthetic Data is a “Game Changer” for AI
Synthetic data is increasingly viewed as a must-have tool for building trustworthy AI, especially in fields where strict data protection standards reign supreme. IDC’s AI Software Research Director Kathy Lange described synthetic data as a “game-changer,” explaining that it opens doors for companies in privacy-sensitive sectors. For industries like healthcare and finance, where data scarcity is often a limiting factor, synthetic data bypasses these restrictions, offering AI models high-quality, diverse datasets that would otherwise be off-limits.
This technology also provides data scientists with the ability to shape and balance datasets more effectively, reducing biases and enhancing model accuracy. As Lange observed, “SAS’ acquisition highlights the growing requirement for synthetic data as an integral component of a modern AI toolkit.”
New Capabilities for SAS Customers
The Hazy integration is expected to bring specific advantages to SAS customers:
- Enhanced Innovation and Research: Synthetic data enables deep research that was previously unattainable, fostering novel insights across sectors that deal with restricted or confidential data.
- Accelerated Development Cycles: High-quality synthetic data generation can streamline AI project timelines, giving companies a competitive edge.
- Trustworthy AI Systems: Diverse and robust synthetic data allows for reliable AI development while adhering to ethical standards, strengthening public and regulatory trust.
- Improved Data Security: With no identifiable real data at risk, synthetic data ensures stronger privacy, helping organisations comply with data protection laws confidently.
- Cost Efficiency: Synthetic data can be generated more cost-effectively than collecting and processing real data, making analytics and AI projects more financially viable.
What’s Next?
SAS plans to roll out these enhanced synthetic data solutions globally, with an initial preview slated for early 2025. The acquisition not only reinforces SAS’ leadership in AI but also prepares it to meet the future demands of an AI-powered business world where synthetic data is likely to play an indispensable role.
The acquisition of Hazy by SAS is a clear signal to the market: synthetic data is moving from a niche tool to a mainstream solution for companies looking to advance their AI capabilities safely and responsibly. As generative AI continues to reshape the data landscape, SAS’ early investment in synthetic data technology positions it well to capture new growth opportunities across industries that rely heavily on sensitive data but are equally concerned with data security.
