Vivametrica isn't the only company vying for control of the fitness data space. There is considerable power in becoming the default standard-setter for health metrics. Any company that becomes the go-to data analysis group for brands like Fitbit and Jawbone stands to make a lot of money.

Like all technologies before it, artificial intelligence will reflect the values of its creators. So inclusivity matters - from who designs it to who sits on the company boards and which ethical perspectives are included.