Dynamic Row Level Security for masking table column values

Hi pmor ,
The DAX based masking approach works only at the visual layer and does not provide data security since the underlying values still exist in the semantic model, and for your scenario of keeping all rows visible while dynamically masking values per user within a single model, this is not a supported capability in Power BI, where the supported security options are Row-Level Security (RLS) for filtering data and Object-Level Security (OLS) for restricting access to tables or columns depending on the requirement.