Sensitive data can go around quickly. Azure Information Protection tries to stop this by using Azure Rights Management. From now on, your identity, encryption and authorization policies determine whether or not you can forward, edit, copy, print a document or e-mail...
Employees can easily protect (automated or otherwise) documents and emails by assigning 'labels' to them. Such a label contains a set of rules that bring the security settings to a certain level.
Admins can enforce or recommend these rules or conditions to end users based on the content of the document (e.g. when a credit card number has been detected).