Cognitive

Business
Where digital
intelligence
meets digital
business
 Competitors will continue to
accelerate disruption and
blur the lines among categories

54%
of CxOs
expect more competitors from
outside their industry, while only
29 percent expect more competition
from within their industry.

“The biggest threat is new competitors

that aren’t yet classified as competitors.”
—Piotr Ruszowski, chief marketing officer,
Mondial Assistance, Poland
SOURCE cited in notes 2
To outthink challenges,
competitors and limits,
you must conceive of
new opportunities you
couldn’t imagine before.

3
Your digital intelligence is your
competitive advantage

Data you Data outside Data that’s

possess + your firewall + coming
Customer records News Internet of Things
Transactional systems Events Sensory data
Predictive models Geospatial Images
Institutional expertise Weather Video
Operational systems Social media

Structured and active Unstructured and dark

4
Only cognitive unlocks the potential in all data

Think of all that has been Unlock the

accomplished using only
a fraction of the
possibilities.
available data
What answers
lie in the 88% By the year 2020, about
that is dark?1 1.7 MB of new information
will be created every second,
for every human being on
the planet.2

SOURCES cited in notes 5

Cognitive systems are fundamentally
different from what you have today
Adapt and make sense of all data;
Understand “read” text, “see” images and “hear”
natural speech with context

Interpret information, organize it and

Reason offer explanations of what it means,
with rationale for the conclusions

Accumulate data and derive

Learn insight at every interaction,
perpetually
6
Add completely new abilities to your
business technologies
Programmable
computing
responds to requests and
makes determinations,
analyzing data according
to predefined parameters.
Cognitive
systems
interact with humans
naturally to interpret data,
learning from virtually every
interaction and proposing
new possibilities through
probabilistic reasoning.
7
 Shift
technology’s role
from enabler
to advisor
Cognitive business
The next evolution of human
and systems capabilities,
where technology enhances, scales and
accelerates human expertise
8
9
Seize opportunities for disruption
before your competitors do
Become Amplify Transform
indispensable knowledge, the enterprise
to users and reimagine
customers workflows

Deepen relationships through Accelerate learning and Discover and explore

interactive, personal
engagement
Develop applications, products
and services that read, see,
talk, hear and learn
scale expertise intelligently to unlock new
business models and
Institute processes and
accelerate evolution
operations with learning
built in

10
Elemental Path
Toys that genuinely interact with children
The vision The disruption
Become We can change the way that Elemental Path built the first WiFi-
children learn by changing the enabled toy that holds conversations
indispensable way they play. with kids—responding to questions with
to users and developmentally appropriate content.

customers
Educational content IBM Watson™ IBM Watson
framework + APIs + Developer Cloud

The result: CogniToys can evolve over time to take on a

unique personality based on a child’s interactions, helping her
develop language and mathematics skills. 11
Bumrungrad International Hospital
Elevate the ability of physicians
The vision The disruption
Amplify We can improve the effectiveness
of Bumrungrad oncologists
The expertise of the very best
oncologists from Memorial Sloan
knowledge, overloaded with patients and Kettering is now in the hands of
strapped for time to customize physicians.
reimagine treatments based on the latest
workflows medical research.

Patient data Memorial Sloan Kettering IBM Watson for

+ cancer expertise + Oncology

The result: More than one million patients received more

informed, personalized treatment plans. 12
Baylor College of Medicine
Accelerate disease treatment research
The vision
Transform We can identify a new path for
generating scientific questions
the enterprise to accelerate the development
of new, effective treatments
for disease.
The disruption
Watson technology assisted
researchers by reading 70,000
scientific articles to find new
proteins that could be helpful in
the fight against cancer.

Baylor Knowledge Medical IBM Watson

Integration Toolkit + journals + Discovery Advisor™

The result: Seven new proteins were identified in less time than it
historically took to discover one. 13
Activate cognitive technology
in your business with the right ingredients
Build cognitive Give workflows
applications today cognitive
with Watson APIs capabilities
Data Data
IBM Watson Developer Cloud IBM Marketing and Commerce clouds
IBM Bluemix® IBM advanced analytics solutions
IBM Watson Ecosystem Partner apps, Powered by Watson
IBM Watson IoT Platform IBM Watson IoT Industry Solutions
Watson Explorer
IBM Global Business Services
IBM Global Technology Services
Hybrid Cloud Infrastructure (SoftLayer®, IBM Systems)
Security Intelligence (QRadar®)
Construct a
cognitive system
Data
IBM Cognitive Business Solutions
Watson Engagement Advisor
Watson Health
Watson Discovery Advisor
IBM Power Systems™ and Storage
IBM Global Technology Services
14
 Let cognitive abilities take root
to set disruption in motion.
“IBM’s Watson is already being used to apply cognitive computing in a wide
range of industries and technologies, from education to banking to
winemaking to urban planning, and so much more.” Fast Company

“Cognitive everything—by 2018, over 50 percent of developer teams will

embed cognitive services in their apps (versus 1 percent today), providing
U.S. enterprises with over USD$60 billion in annual savings in 2020.” IDC

“We wanted it to be more personal and intuitive with natural language…. the
results change dramatically as more questions are asked. And customers
can ask questions which would not be possible with filters.” Cal Bouchard,
The North Face
SOURCES cited in notes 15
Welcome to the cognitive era

Join us on the journey

The cognitive era is here.
You must be an active participant in it to
be a beneficiary of it.

16
Cognitive
Business
Where digital
intelligence
meets digital
business
 Student Introductions
1 minute or so…

• Name
• Job Role
• Location
• Years with IBM or Business Partner
• One interesting fact about you
Appendix

19
 How to begin your cognitive journey
Develop your Pick your Evaluate and curate Ready your Apply cognitive Enhance
cognitive strategy starting point data and knowledge organization technology and expand
“I want to become Select the appropriate Watson Configure and train new Test and validate your new Validate usage benefits.
Identify a problem to indispensable to APIs to build your cognitive cognitive applications. cognitive app through Deploy and expand to other
solve that will lead to users and app; identify the knowledge end user engagement. domains across the
and content to form a organization.
critical breakthrough customers.”
knowledge base - collect both
opportunities. Build cognitive apps today internal and external data
with Watson APIs sources.

Cast a vision. State a “I want to amplify Locate and curate data; Define the community and Deploy and manage, while Decide if the cognitive
knowledge and identify gaps and prepare for implementation plan – driving usage and iterative workflow you’ve deployed
clear use case, secure integration with existing emphasizing the new learning. creates new opportunities for
reimagine
executive support, systems. value from cognitive further development and
workflows.”
plan for adoption and workflows. adoption.
Give workflows cognitive
deployment.
capabilities

“I want to transform Complete formal strategy Adopt and invent all-new Define and execute Collect and address metrics
Champion a new the enterprise.” assessment. Collect, ingest, processes, content and roles staged roll-out. Instrument and KPIs. Periodically update
culture. Prepare curate, annotate and build out that will enable you to think metrics and KPIs. functionality and training to
Construct a cognitive enterprise-wide taxonomies and act differently in a tune for new content. When
people for new ways of system and ontologies. cognitive era. ready, deploy and expand to
collaborating with other domains.
technology.

Assess your Hybrid cloud

Data Development Security Education
foundation infrastructure
 Today’s industry leaders recognize the gap
in their organizations’ abilities
Retail Healthcare Insurance

60%
believe they can’t
50%
say available data limits
30%
say the quality of data
deliver on consumer confidence in strategic is insufficient for
expectations decisions business model
innovation
94% 95%
plan to invest in cognitive plan to invest in cognitive 98%
plan to invest in cognitive

SOURCES cited in notes 21

 CxOs sense the opportunity,
but are limited by lack of visibility
Three- to five-year strategies They’ll be hampered by
for CxOs: limited insights when only:

80 percent are set on being the first 51 percent draw on customer

to market with innovation feedback
66 percent plan to focus more 39 percent draw from adjacent
on customers as individuals industries
81 percent expect to shift to more 29 percent draw from blogs and
digital, virtual client engagement models social media sites

SOURCES cited in notes 22

Enhance, scale and accelerate human
expertise to empower all people, all roles.

Teach your system to learn and Collate decades of knowledge and

uncover patterns and insights data to create an evidence-based,
from all kinds of information virtual advisor and elevate entire
such as research data, images teams to the level of your best experts
and notes

Go beyond analysis to Build workflows that can be coached

hypothesis, conclusion and by humans to grow ever more effective,
action—in weeks instead of safe or productive with each interaction
months or years
23
Outthink boundaries and unleash new
opportunities with IBM

IBM Watson portfolio

IBM strategic and data partnerships
IBM Watson Ecosystem
IBM Watson Developer Cloud
IBM cognitive expertise and research

24
IBM cognitive landscape
The world’s largest collection of cognitive capabilities
IBM Watson
Designed and created
for cognitive
Powered by Watson
IBM industry and domain solutions
that embed Watson APIs to
significantly improve results and
change engagement
Watson Edition
Optimized for the delivery of
cognitive technology
IBM Watson offerings
Domain solutions designed to elevate
expertise, redefine engagement, and
drive discovery and exploration
Watson Engagement Advisor
Watson Discovery Advisor
Watson Explorer
Watson Analytics
IBM cognitive-enabled solutions
and infrastructure
IBM Analytics
IBM Commerce
IBM Security
IBM Global Technology Services®
IBM Internet of Things Foundation
IBM products, services and
solutions
IBM Cloud
IBM Global Technology Services
IBM Security
IBM Systems
IBM Bluemix IBM Watson apps
IBM-developed applications that
Develop and extend cognitive capabilities
available for new applications and help showcase the capabilities of
drive successful innovation. Watson to deliver a unique
Watson Developer Cloud experience
Watson APIs IBM Watson Trend
Watson SDKs Chef Watson™
Watson Ecosystem
Ecosystem solutions
Third-party applications that
embed Watson APIs
IBM Global Business IBM Cognitive Business Solutions
Services® Consulting solutions to accelerate
client journeys to cognitive
business.
Cognitive Value Assessment
Cognitive Strategy and Roadmap
IBM Watson Trend
Gift guide for holiday heroes
The vision The disruption
Garner the collective Deliver daily feeds of
Become intelligence of shoppers fresh shopping insights into
indispensable everywhere to identify trends what products are trending, why,
and where trends are headed
to users and
customers
Social networks, blogs, IBM Watson IBM Watson
forums, comments, + APIs + Developer Cloud
ratings, and reviews

The result: More personalized customer experience and service

26
ROSS Intelligence
Power through legal research
The vision The disruption
Enable lawyers to perform Draw from legislation, case law and
Amplify comprehensive legal research secondary sources, answering natural-
knowledge, more quickly and effectively language queries with citations and
than ever before recommended reading, monitoring law
reimagine developments 24x7 and alerting
workflows researchers to relevant changes

Entire body IBM Watson IBM Watson

of law + APIs + Developer Cloud

The result: Reduced research time from hours to seconds, allowing

teams to service more clients, with clients seeing lower legal fees 27
A retailer
Creating a cognitive supply chain
The vision The disruption
Improve the accuracy of supply Hyper-localized insights that are
Amplify chain forecasting with a deeper now built into supply chain models
knowledge, understanding of how weather,
local events, and social media
reimagine can predict customer behavior
workflows
Supply chain Twitter IBM Watson
operational data + The Weather Company + APIs
Local events

The result: Decreased demand-forecasting errors by 50 percent

28
IBM Technical Support Services
Delivering accurate answers instantly
The vision The disruption
Shorten the distance between Enable agents and customers to
Amplify issue and resolution by ask questions about problems in
knowledge, elevating the expertise of the natural language and receive
Technical Support Services solutions prioritized based on the
reimagine (TSS) organization likelihood of success
workflows

Technical support IBM Watson

knowledge bases + Engagement Advisor

The result: Stronger customer relationships driven by reduced call

time and increased rates of first-time fixes 29
Bumrungrad International Hospital
Elevate the ability of physicians
The vision The disruption
Amplify We can improve the effectiveness
of Bumrungrad oncologists
The expertise of the very best
oncologists from Memorial Sloan
knowledge, overloaded with patients and Kettering is now in the hands of
strapped for time to customize physicians.
reimagine treatments based on the latest
workflows medical research.

Patient data Memorial Sloan Kettering IBM Watson for

+ cancer expertise + Oncology

The result: More than one million patients received more

informed, personalized treatment plans. 30
Baylor College of Medicine
Accelerate disease treatment research
The vision
Transform We can identify a new path for
generating scientific questions
the enterprise to accelerate the development
of new, effective treatments
for disease.
The disruption
Watson technology assisted
researchers by reading 70,000
scientific articles to find new
proteins that could be helpful in
the fight against cancer.

Baylor Knowledge Medical IBM Watson

Integration Toolkit + journals + Discovery Advisor™

The result: Seven new proteins were identified in less time than it
historically took to discover one. 31
Trademarks and notes

IBM Corporation 2016

• IBM, the IBM logo, ibm.com, and Watson are trademarks or registered trademarks of International Business
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32