The digitization of everything is embodied for many in the share economy and its manifestations, such as Uber. But as far as Scott Amyx is concerned, the share economy in its current form is just a stepping stone to something much greater: The personal empowerment economy.

Amyx, managing partner of Venture1st and CEO of Amyx + Internet of Things, told John Furrier and Dave Vellante, cohosts of theCUBE, from the SiliconANGLE Media team, that this burgeoning system is superior to the sharing and network economy. “It addresses something that’s very important, which has to do with, ‘It’s my data, and it’s for my benefit,'” he said.

“In a sharing economy, something is not quite right,” he explained. Using Uber as an example, he said the main beneficiary of this alleged sharing model isn’t the sharers themselves, but the business enabling them. In other words, it’s a zero sum game. He envisions a personal empowerment economy where users engage in pure, frictionless, peer-to-peer interactions in all kinds of areas. Data and cognitive computing can make it possible, he said, adding that IBM Watson is making progress in determining emotions, moods and immediate needs of users.

Can data fix advertising?

Amyx contends that advertising is broken because, “It’s a push mechanism,” which has little way of knowing how receptive an audience is. He said that IBM Watson shows promise in extracting insight from all sorts of data that can lead to branded emojis for mobile that target consumers with much greater accuracy.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of IBM InterConnect 2016. And join in on the conversation by CrowdChatting with theCUBE hosts.

Photo by SiliconANGLE