PurposeArtificial intelligence (AI) reasoning is fuelled by high-quality, detailed behavioural data. These can usually be obtained by the biometrical sensors embedded in smart devices. The currently used data collecting approach, where data ownership and property rights are taken by the data scientists, designers of a device or a related application, delivers multiple ethical, sociological and governance concerns. In this paper, the author is opening a systemic examination of a data sharing concept in which data producers execute their data property rights.Design/methodology/approachSince data sharing concept delivers a substantially different alternative, it needs to be thoroughly examined from multiple perspectives, among them: the ethical, social and feasibility. At this stage, theoretical examination modes in the form of literature analysis and mental model development are being performed.FindingsData sharing concepts, framework, mechanisms and swift viability are examined. The author determined that data sharing could lead to virtuous data science by augmenting data producers' capacity to govern their data and regulators' capacity to interact in the process. Truly interdisciplinary research is proposed to follow up on this research.Research limitations/implicationsSince the research proposal is theoretical, the proposal may not provide direct applicative value but is largely focussed on fuelling the research directions.Practical implicationsFor the researchers, data sharing concepts will provide an alternative approach and help resolve multiple ethical considerations related to the internet of things (IoT) data collecting approach. For the practitioners in data science, it will provide numerous new challenges, such as distributed data storing, distributed data analysis and intelligent data sharing protocols.Social implicationsData sharing may post significant implications in research and development. Since ethical, legislative moral and trust-related issues are managed in the negotiation process, data can be shared freely, which in a practical sense expands the data pool for virtuous research in social sciences.Originality/valueThe paper opens new research directions of data sharing concepts and space for a new field of research.