The UK's Information Commissioner's Office (ICO) has issued guidance recommending the adoption of advanced privacy enhancing technologies (PETs) to improve how organizations handle personal data, highlighting a path to growth and innovation by prioritizing security, privacy, and governance. This guidance suggests that using PETs can streamline data collaboration by maintaining security and compliance, thus unlocking previously restricted data sources. Case studies, such as those involving Duality's platform, demonstrate the potential of PETs to facilitate efficient data use across different sectors, including finance and healthcare, by reducing complexities and risks associated with handling sensitive information. The guidance positions PETs as essential tools for organizations aiming to leverage big data trends like generative AI and machine learning, while also enhancing processes like Know Your Customer (KYC) and Real World Data (RWD) analysis. The ICO's approach suggests that PET-enabled solutions are not only less risky but also more efficient and valuable, encouraging organizations to adopt these technologies to stay ahead in data strategy and operations.