PANORAMA: A synthetic PII-laced dataset for studying sensitive data memorization in LLMs

TL;DR

PANORAMA is a large-scale synthetic dataset designed to emulate real-world sensitive data, enabling the study of PII memorization in large language models to improve privacy safeguards.

Contribution

We created a realistic, diverse synthetic PII dataset for studying memorization in LLMs, addressing the lack of comprehensive datasets for privacy risk analysis.

Findings

Memorization increases with data repetition.

Content type influences memorization risk.

PANORAMA enables effective privacy risk assessment.

Abstract

The memorization of sensitive and personally identifiable information (PII) by large language models (LLMs) poses growing privacy risks as models scale and are increasingly deployed in real-world applications. Existing efforts to study sensitive and PII data memorization and develop mitigation strategies are hampered by the absence of comprehensive, realistic, and ethically sourced datasets reflecting the diversity of sensitive information found on the web. We introduce PANORAMA - Profile-based Assemblage for Naturalistic Online Representation and Attribute Memorization Analysis, a large-scale synthetic corpus of 384,789 samples derived from 9,674 synthetic profiles designed to closely emulate the distribution, variety, and context of PII and sensitive data as it naturally occurs in online environments. Our data generation pipeline begins with the construction of internally consistent, multi-attribute human profiles using constrained selection to reflect real-world demographics such as education, health attributes, financial status, etc. Using a combination of zero-shot prompting and OpenAI o3-mini, we generate diverse content types - including wiki-style articles, social media posts, forum discussions, online reviews, comments, and marketplace listings - each embedding realistic, contextually appropriate PII and other sensitive information. We validate the utility of PANORAMA by fine-tuning the Mistral-7B model on 1x, 5x, 10x, and 25x data replication rates with a subset of data and measure PII memorization rates - revealing not only consistent increases with repetition but also variation across content types, highlighting PANORAMA's ability to model how memorization risks differ by context. Our dataset and code are publicly available, providing a much-needed resource for privacy risk assessment, model auditing, and the development of privacy-preserving LLMs.