The ENUM data type in SQL is a built-in data type that allows you to define a column that can only store a predefined set of values. This is useful for columns that represent categories or choices, like a customer's preferred payment method or a product's status. Instead of storing arbitrary strings, you define the possible values when you create the table. This significantly improves data quality and consistency. For example, if you have a column for customer roles, you can define the possible roles (e.g., 'admin', 'editor', 'viewer') as part of the ENUM type. This prevents invalid entries like 'administrator' or 'viewr' from being stored. ENUMs are often used in conjunction with other data types, like integers or strings, to provide a structured way to represent categorical data. This structured approach makes querying and analyzing data much easier and more reliable. Using ENUMs also helps in maintaining data consistency, as it prevents the insertion of invalid values into the database.