EXIF data is metadata embedded in image files, typically including: Camera model and settings (aperture, shutter speed, ISO), date and time the photo was taken, GPS location coordinates (if enabled on your camera), image dimensions and orientation, and sometimes your name/copyright info. Remove EXIF data when: Sharing images publicly and you don't want location or camera info visible, uploading to social media (they often strip it anyway, but not always), sending images to clients and privacy matters, optimizing file size (EXIF can add 5-20KB), posting to forums or public websites. Keep EXIF data when: Archiving original photos for your records, sending to other photographers who might want technical info, using photo management software that relies on dates/tags. Our tool has "Remove EXIF data" checked by default for privacy and smaller files. Uncheck it if you need to preserve this information. The processed image will have the same visual appearance either way - only the hidden metadata changes.