EU Member States, increasingly experiencing cyber attacks not only within Member States, but also against companies and institutions of various sizes, have adopted a unified decision that allows for even greater protection of particularly sensitive personal data. The largest personal data protection reform in Lithuania and the European Union took place in 2018, when Regulation (EU) 2016/679 of the European Parliament and of the Council on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC, came into effect. Although the GDPR created a legal basis for the protection of personal data and strengthened the responsibility of organizations, it is noticeable that the scale of data leakage and misappropriation cases remains significant. This situation shows that personal data protection is a problematic area. This is evidenced by the failure of companies to invest in security, which is why the number of cyber-attacks is increasing. The second challenge is the careless strategy of data controllers to protect data. The risk of personal data leakage is often caused by poor employee training, as well as incorrect interpretation and abuse of legal acts. It is these problems that increase the risk of personal data leakage. To avoid these problems or even solve them, private sector organizations use artificial intelligence technologies, the purpose of which is to improve personal data protection processes. Proper and professional application of artificial intelligence can help to detect data protection violations in a timely manner, eliminate the possibility of human errors and at the same time respond faster and more effectively to cyber-attacks and their potential impact. This is especially relevant for private organizations with limited human and financial resources. The use and application of artificial intelligence for the protection of personal data in the private sector opens new opportunities for improving security, ensuring the proper application of legal acts. The application of artificial intelligence systems must be understood, explained and continuously improved.