Putting people back in control of their data: A conversation with Wes Chaar, PhD

In this episode of Now That’s Significant, we welcomed Wes Chaar, PhD—a former aerospace engineer turned data science leader—to explore a bold new vision for personal data ownership in the age of AI. Drawing on his deep technical background and cross-industry experience, Wes makes a powerful case for shifting control of personal data from corporations back to individuals.

“The most significant thing that I’m going to share with you today,” Wes says, “is a new thinking about our personal data… where we shift the power dynamic from the data being owned, controlled by enterprise and corporation back into the individual themselves.”

Wes outlines how personal data is the hidden engine powering huge portions of the U.S. economy—contributing trillions of dollars annually across advertising, CPG, financial services, insurance, retail, and more. “Advertising by itself in the U.S. is one trillion dollars,” he explains. “When you add the rest… it’s actually more than $4 trillion before AI.” This vast economic reliance on consumer data, he argues, has quietly eroded individual privacy and freedom.

His solution is a paradigm shift based on a framework he introduces in his book, Data Independence. Central to this is the concept of the PDDK—Personal Data Digital Key—which allows people to control what data is shared, with whom, and for what purpose. He describes this model with what he calls the C3 principles: Consent, Control, and Currency. As Wes explains, “You decide how to consent to it, to whom… how to control it, whether you allow or revoke… and how its data is used.”

Importantly, he advocates for a data marketplace where people can work with trusted data brokers—entities aligned with their values—to manage and even monetize their personal data. This model, he says, mirrors how we trust banks or investment firms with financial assets. “Let them compete for your data,” Wes says, “because it is your data after all.”

Wes is quick to point out that his mission isn’t about demonizing corporations. “I prefer to write an abstract about the problem and a dissertation about the solution,” he says. He envisions a future where technology serves people, not the other way around. “We are at a fork in the road,” he warns. “Do we want a world where technology is serving us, or where we are serving technology?”

His reflections are grounded in decades of experience. From designing adaptive AI systems for deep space missions to driving advanced analytics in industries like airlines and media, Wes brings a systems-level view to complex problems. “In engineering, you learn about systems and how one thing impacts things downstream,” he notes. “That systems view is what I bring into business.”

The conversation also dives into the implications for market researchers and marketers. Wes encourages these professionals to be proactive participants in this shift. “Why not the marketers become the data brokers?” he asks. “Let them be the stewards of this data… open and transparent about how it’s used.”

He also addresses growing concerns around synthetic data and AI-generated insights. While these may offer efficiency, Wes believes they risk diluting authentic human understanding. “It blurs the line between authentic human insights and manufactured content,” he says. “Give back the data to the people. Let them make the decision.”

Looking ahead, Wes and his collaborators are developing a B2B solution that brings these ideas to life—a secure, transparent, quantum-safe platform for data sharing that could eventually be extended to individuals. “If we can get businesses to use it first, individuals will say: Why don’t I have the same protection with my data?”

Whether discussing Gen Alpha’s digital fluency or the role of government in regulating data ethics, Wes leaves listeners with a clear call to action: “Let marketers drive the transformation where technology serves humanity. The company that does this will earn incredible trust.”