Aspects of the disclosure relate to information masking. A user device may receive a request to access information that includes personal identifiable information (PII) and retrieve source data comprising the PII. The user device may mask, within the source data and based on a data management policy, the PII, resulting in masked information. The user device may display the masked information. The user device may receive a request to unmask the masked information and unmask the PII, resulting in unmasked PII. The user device may display the unmasked PII and send unmasking event information to a PII footprint modeling platform, which may cause the PII footprint modeling platform to: log the request to unmask the masked information in an unmasking event log, 2) apply a machine learning model to the unmasking event log to identify malicious events, and 3) trigger remediation actions based on identification of the malicious events.