Data integrity is fundamental in database management, ensuring that data remains accurate, consistent, and reliable throughout its lifecycle. It involves maintaining the accuracy of data entries, protecting against corruption, and implementing validation rules. High data integrity reduces errors, enhances decision-making, and fosters trust among users relying on the information. Techniques such as data normalization, referential integrity constraints, and regular backups are employed to support data integrity. Ultimately, ensuring data integrity is crucial for effective database operations and safeguarding valuable information assets.