A method (400, 500) comprising: receiving (402, 502) content including a token; determining (404, 504), by a computer system based on regular expression matching, a first confidence score indicating a probability that the token includes personally identifiable information, the first confidence score being associated with the regular expression; determining (406, 506), by the computer system based on a lookup table, a second confidence score indicating a probability that the token includes personally identifiable information the second confidence score being associated with a term in the lookup table that is an exact match of the token; determining (408, 508), by the computer system based on a model generated from machine learning, a third confidence score indicating a probability that the token includes personally identifiable information; masking (410, 510) the token by the computer system based on the first confidence score, the second confidence score and the third confidence score, wherein masking the token based on the first confidence score, the second confidence score and the third confidence score comprises: determining that none of the first confidence score, the second confidence score, or the third confidence score satisfies a respective confidence threshold, determining whether a weighted combination of the first confidence score, the second confidence score and the third confidence score satisfies a combined confidence threshold, and masking the token upon determining that the weighted combination satisfies the combined confidence threshold; and providing (412, 512), by the computer system as data of improved privacy, the content including the masked token to a content consuming device. receiving (402, 502) content including a token; determining (404, 504), by a computer system based on regular expression matching, a first confidence score indicating a probability that the token includes personally identifiable information, the first confidence score being associated with the regular expression; determining (406, 506), by the computer system based on a lookup table, a second confidence score indicating a probability that the token includes personally identifiable information the second confidence score being associated with a term in the lookup table that is an exact match of the token; determining (408, 508), by the computer system based on a model generated from machine learning, a third confidence score indicating a probability that the token includes personally identifiable information; masking (410, 510) the token by the computer system based on the first confidence score, the second confidence score and the third confidence score, wherein masking the token based on the first confidence score, the second confidence score and the third confidence score comprises: determining that none of the first confidence score, the second confidence score, or the third confidence score satisfies a respective confidence threshold, determining whether a weighted combination of the first confidence score, the second confidence score and the third confidence score satisfies a combined confidence threshold, and masking the token upon determining that the weighted combination satisfies the combined confidence threshold; and determining that none of the first confidence score, the second confidence score, or the third confidence score satisfies a respective confidence threshold, determining whether a weighted combination of the first confidence score, the second confidence score and the third confidence score satisfies a combined confidence threshold, and masking the token upon determining that the weighted combination satisfies the combined confidence threshold; and providing (412, 512), by the computer system as data of improved privacy, the content including the masked token to a content consuming device.