We are witnessing two major trends happening today. The first trend describes the exponential growth of the use of data by institutions, governments and customers. The second trend describes the growing concern of individuals about their ability to control the information they reveal about themselves, and to whom. On the one hand, we are eager to use and share data to unlock enormous value. On the other hand, we want to protect the privacy of individuals, which is typically accomplished by placing restrictions on the use of personal data, mainly through legislation, such as the GDPR. This phenomenon, we denote as the ‘privacy dilemma’. It is the impasse where the use of data and the privacy protection of individuals unremittingly collide.