SAS has launched a new synthetic data generator, SAS Data Maker, aimed at addressing data scarcity and enhancing AI development across various industries. Available now in the Microsoft Marketplace, this enterprise-grade tool creates statistically representative data without compromising sensitive or regulated information. The launch on November 24, 2025, marks a significant step in the company’s efforts to help organizations innovate responsibly while navigating increasing privacy concerns and legal restrictions.
SAS Data Maker integrates data augmentation and generation algorithms into a single tool, featuring an open and extensible architecture that allows for rapid deployment within existing data ecosystems. The solution is designed to simulate real-world data’s statistical, relational, and temporal characteristics, which is crucial in developing robust AI models. This capability is bolstered by built-in privacy measures, including lineage and audit logs, ensuring compliance with regulatory standards.
“Synthetic data that is accurately generated and rigorously validated is an indispensable resource for robust and trustworthy AI models,” said Kathy Lange, Research Director at IDC. “Accessing large and diverse real-world data can be challenging, and SAS has delivered a solution that not only addresses these challenges but also enhances the speed and quality of AI development.”
SAS Data Maker sets itself apart with several key features. Its enterprise-grade capabilities are backed by decades of expertise, especially in regulated sectors like banking, healthcare, and government. This positions SAS to meet stringent synthetic data requirements, including multi-table source data and time series data generation. Additionally, the product boasts a no-code interface, making it accessible to business users and facilitating broader operationalization across enterprises.
Another notable aspect is the built-in data quality and evaluation tools. These features allow users to assess the quality of synthetic data through visual metrics, ensuring it remains statistically faithful to real-world datasets. Many competing solutions fall short by lacking comprehensive validation or offering only programmatic access.
The incorporation of privacy-enhancing technologies (PETs) within SAS Data Maker allows users to utilize synthetic data seamlessly within existing workflows, without necessitating significant changes to current processes. This flexibility contrasts with many PETs that require extensive investments in new tools and resources.
In a strategic move to bolster its synthetic data capabilities, SAS acquired key software assets from Hazy in November 2024. This acquisition has enriched SAS Data Maker’s offerings, enabling organizations to harness data in innovative ways while minimizing risks associated with real data usage.
The product’s market launch follows a successful private preview, during which early adopters from various sectors, including healthcare, financial services, and government, validated its effectiveness. Notable outcomes reported by these initial users include significant improvements in model accuracy and efficiency. For instance, a UK financial firm reported a 28% enhancement in credit scoring model accuracy due to data generated by SAS Data Maker, which facilitated machine learning efforts and potentially reduced financial losses.
A U.S. healthcare provider benefited from the platform’s secure environment, allowing for the simulation of patient behavior and treatment outcomes. This has enabled the organization to conduct data-driven research while safeguarding patient privacy. Similarly, a European telecom company managed to cut down data access time from weeks to mere minutes, enhancing its customer churn predictive models and ultimately improving retention rates.
“Effective, impactful AI needs appropriate and sufficient data – and synthetic data is a game changer for organizations looking to innovate responsibly,” said Brett Wujek, Head of Next-Generation AI Product Strategy at SAS. SAS Data Maker represents a crucial step in the company’s commitment to advancing data management and AI, addressing industry needs for trustworthy AI solutions.
SAS Data Maker is initially available through the Microsoft Marketplace, with future plans to extend support to additional cloud providers and integrate into SAS® Viya®, a comprehensive cloud-native platform for data preparation, model development, and deployment. Alongside this, the SAS Viya Workbench is also offered in the Microsoft Marketplace, serving as a cloud-based coding environment for data scientists and developers to build high-performing models quickly.
As organizations increasingly turn to synthetic data to drive AI innovations while managing privacy risks, SAS Data Maker is positioned to play a pivotal role in shaping the future of data utilization in various sectors.
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