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Welcome to the Cognitive Era

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A new era of technology. A new era of business. A new era of thinking. A Cognitive Business is a business that thinks. A new era of technology is giving rise to a new era of business. Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners.

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Welcome to the Cognitive Era

  1. 1. Welcome to the Cognitive Era. A new era of technology. A new era of business. A new era of thinking. Ad No.: BRA-15-37 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_01_BRA_15_37_W NEW142067_01_BRA_15_37_W.pgs 10.05.2015 02:40 PDFX1a
  2. 2. Ad No.: BRA-15-38 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_10_BRA_15_38_W A new era of technology is giving rise to a new era of business, made possible by three historic shifts: A Cognitive Business is a business that thinks. Cognitive Business is here. Take just one example: a car is now a platform for software, containing Technology that takes in data in all forms – including unstructured – and understands it, learns from it and reasons through it. This is what business has been waiting for. IBM Watson™ now works with over 70,000 developers and 350+ partner companies who have launched 100 cognitive applications Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners. 1. A World Awash in Data. 2. A World Reinvented in Code. 3. The Advent of Cognitive Computing. than advanced passenger jets. 100 million lines of code—93 million more In Hospitality: How do you keep hotel guests satisfied when 96% of unhappy customers don't complain? Watson contributed to a platform trusted by major hotel chains to anticipate and respond to service issues. Cognitive Engagement. In Media: A leading broadcast network grew viewership through look-alike modeling, ratings and streaming data analysis. They saw faster, more accurate ratings predictions, in some cases six weeks in advance of a show's release. Cognitive Products and Services. In Manufacturing: Few manufacturing operations are as complex as oil and gas plants. Engineers at a major manufacturer are working with Watson to collate their 30+ years of experience. This can help their employees adopt standardized practices across every plant. Cognitive Processes and Operations. 80%of all data is invisible to today’s computers. Now consider that by 2017 healthcare data is expected to grow by government and education data by utilities data by 99% 94% 93% In Government: Watson is helping cities run better. Working with a startup, Watson’s question answering and natural language capabilities let users ask common questions –"How do I find a lost pet?" and "How do I pay a parking ticket?"– without waiting on the phone or for an email reply. Cognitive deepens engagement. In Games: A Watson partner is creating a toy dinosaur that can answer a child’s questions, help her learn spelling, vocabulary, math and more. The toy listens, learns and adapts to a child’s personality–even her sense of humor—and evolves over time to match each stage of the child’s development. Cognitive products never stop adapting. In Travel: A new travel startup is teaching Watson how to help travelers find personalized recommendations through thousands of sources, user data points and local area knowledge. The company is already transforming the travel process, from inspiration to destination. Cognitive brings more certainty to business. In Pharmaceutical: Comparative effectiveness studies are time-consuming. It takes three PhDs an average of six months to read through all previous clinical trials for relevant results. Working with Watson, one company is speeding up the process, helping to get safer medicines to market faster. Cognitive Exploration and Discovery. In Science: Working with a leading medical school, Watson helped scientists identify six proteins that modify p53, a protein related to many cancers. It typically takes the life science industry years to accomplish what Watson did in mere weeks. Cognitive is accelerating high-stakes research. In Engineering: Watson is helping a firm share expertise with engineers who work even in remote places. To make critical decisions quickly–on site in the developing world or following a natural disaster–the engineers can have the expertise they need on tap, instantly. Cognitive Expertise. In Law: Watson is being trained in legal language and natural language, so it can help answer legal questions framed in ordinary speech. Now being piloted in 20 of the world's top law firms, Watson can help cut research time from hours to seconds. Cognitive elevates expertise. NEW142067_10_BRA_15_38_W.pgs 10.05.2015 16:09 PDFX1a
  3. 3. Ad No.: BRA-15-38 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_10_BRA_15_38_W A new era of technology is giving rise to a new era of business, made possible by three historic shifts: A Cognitive Business is a business that thinks. Cognitive Business is here. Take just one example: a car is now a platform for software, containing Technology that takes in data in all forms – including unstructured – and understands it, learns from it and reasons through it. This is what business has been waiting for. IBM Watson™ now works with over 70,000 developers and 350+ partner companies who have launched 100 cognitive applications Digital is not the destination but the foundation for a new era of business; we call it cognitive business, and IBM Watson is the platform. Today Watson is helping doctors reimagine medicine, and leaders reshape industries as diverse as retail, banking and travel. And Watson is taught by industry experts, so their know-how can reach more practitioners. 1. A World Awash in Data. 2. A World Reinvented in Code. 3. The Advent of Cognitive Computing. than advanced passenger jets. 100 million lines of code—93 million more In Hospitality: How do you keep hotel guests satisfied when 96% of unhappy customers don't complain? Watson contributed to a platform trusted by major hotel chains to anticipate and respond to service issues. Cognitive Engagement. In Media: A leading broadcast network grew viewership through look-alike modeling, ratings and streaming data analysis. They saw faster, more accurate ratings predictions, in some cases six weeks in advance of a show's release. Cognitive Products and Services. In Manufacturing: Few manufacturing operations are as complex as oil and gas plants. Engineers at a major manufacturer are working with Watson to collate their 30+ years of experience. This can help their employees adopt standardized practices across every plant. Cognitive Processes and Operations. 80%of all data is invisible to today’s computers. Now consider that by 2017 healthcare data is expected to grow by government and education data by utilities data by 99% 94% 93% In Government: Watson is helping cities run better. Working with a startup, Watson’s question answering and natural language capabilities let users ask common questions –"How do I find a lost pet?" and "How do I pay a parking ticket?"– without waiting on the phone or for an email reply. Cognitive deepens engagement. In Games: A Watson partner is creating a toy dinosaur that can answer a child’s questions, help her learn spelling, vocabulary, math and more. The toy listens, learns and adapts to a child’s personality–even her sense of humor—and evolves over time to match each stage of the child’s development. Cognitive products never stop adapting. In Travel: A new travel startup is teaching Watson how to help travelers find personalized recommendations through thousands of sources, user data points and local area knowledge. The company is already transforming the travel process, from inspiration to destination. Cognitive brings more certainty to business. In Pharmaceutical: Comparative effectiveness studies are time-consuming. It takes three PhDs an average of six months to read through all previous clinical trials for relevant results. Working with Watson, one company is speeding up the process, helping to get safer medicines to market faster. Cognitive Exploration and Discovery. In Science: Working with a leading medical school, Watson helped scientists identify six proteins that modify p53, a protein related to many cancers. It typically takes the life science industry years to accomplish what Watson did in mere weeks. Cognitive is accelerating high-stakes research. In Engineering: Watson is helping a firm share expertise with engineers who work even in remote places. To make critical decisions quickly–on site in the developing world or following a natural disaster–the engineers can have the expertise they need on tap, instantly. Cognitive Expertise. In Law: Watson is being trained in legal language and natural language, so it can help answer legal questions framed in ordinary speech. Now being piloted in 20 of the world's top law firms, Watson can help cut research time from hours to seconds. Cognitive elevates expertise. NEW142067_10_BRA_15_38_W.pgs 10.05.2015 16:09 PDFX1a
  4. 4. Ad No.: BRA-15-39 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_09_BRA_15_39_W Watson IBM Watson is the platform for Cognitive Business. 2011 Qa Question & Answer 2015 Ld Language Detection Mr Message Resonance Pi Personality Insights Ce Concept Expansion Re Relationship Extraction Vr Visual Recognition Ke Keyword Extraction Fd Face Detection TtS Text to Speech Ee Entity Extraction NlC Natural Language Classifier Ae Author Extraction Rr Retrieve & Rank Ci Concept Insights Lt Language Translation TrA Tradeoff Analytics It Image Tagging Ta Tone Analyzer Di Dialog Wn Watson News StT Speech to Text Sa Sentiment Analysis IlE Image Link Extraction Te Text Extraction Fd Feed Detection Ct Concept Tagging Tx Taxonomy Watson is designed to understand, reason and learn; in a sense, to think. Watson's capabilities are available as 28 cloud-based APIs – a total expected to rise 50% by the end of 2016 – so you can build cognition into new applications, products, processes – the core of your digital company. When your business thinks, you can outthink: challenges, competitors, limits. ibm.com/outthink A Key to Watson APIs NEW142067_09_BRA_15_39_W.pgs 10.05.2015 15:32 PDFX1a
  5. 5. C A N C E R outthink Ad No.: BRA-15-40 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_09_BRA_15_40_W Cognitive Oncology is here. Watson for Oncology uses cognitive technologies to help doctors analyze a patient’s medical information against a vast array of data and expertise to provide evidence-based treatment options. Watson can analyze the meaning and context of structured and unstructured data in clinical notes and reports, combine data from the patient’s file with clinical expertise and external research, and identify potential treatment plans for the individual patient. NEW142067_09_BRA_15_40_W.pgs 10.05.2015 16:03 PDFX1a
  6. 6. Ad No.: BRA-15-41 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_05_BRA_15_41_W T R E N D S outthink Cognitive Inventory is here. When a product is “hot,” how do you keep the right style, the right color and the right sizes on the shelf and ready for customers to buy? A major retailer uses predictive analytics combined with demographic data to help reduce lost sales due to out-of-stock situations. NEW142067_05_BRA_15_41_W.pgs 10.05.2015 10:46 PDFX1a
  7. 7. Ad No.: BRA-15-42 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_09_BRA_15_42_W D O U B T outthink Cognitive Sports is here. Cognitive Insurance is here. fantasy football fans can apply cognition to the hardest questions: who to draft and who to trade. insurance claims can easily be separated from legitimate ones, to better balance efficiency and safety. W I N D S outthink Cognitive Energy is here. providers can help pinpoint, with far greater precision, the best sites to generate energy. O L D S C H O O L outthink C O M P E T I T O R S outthink Cognitive Education is here. Now schools can see new factors affecting performance, to predict – and help – the students most at risk of dropping out. Now fraudulent Now alternativeNow 33 million NEW142067_09_BRA_15_42_W.pgs 10.05.2015 13:49 PDFX1a
  8. 8. R I S K outthink Ad No.: BRA-15-43 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_07_BRA_15_43_W Cognitive Finance is here. There’s a risk in merger and acquisition deals; up to nine out of ten fail. With IBM Watson Tradeoff Analytics, clients can analyze richer and more diverse data sets, designed to provide context around specific concerns and priorities. Clients can see risks and opportunities more clearly, and gain more knowledge to decide and more confidence to act. NEW142067_07_BRA_15_43_W.pgs 10.05.2015 12:02 PDFX1a
  9. 9. 1 ESG:Platform-as-a-ServiceUsageandSatisfactionStudy,April2015,http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study.AllstatementsregardingIBM’sfuturedirectionandintentaresubjecttochangeorwithdrawalwithoutnotice,andrepresentgoalsandobjectivesonly.IBManditslogo,ibm.com,Bluemix,POWER8,GlobalTechnology ServicesandWatsonaretrademarksofInternationalBusinessMachinesCorp.,registeredinmanyjurisdictionsworldwide.Seecurrentlistatibm.com/trademark.OtherproductandservicenamesmightbetrademarksofIBMorothercompanies.©InternationalBusinessMachinesCorp.2015. You can start today. Watson is open for business on the cloud, with 28 API services that let you integrate cognition into your company’s digital presence. But to create a true cognitive business, you’ll want to drive this deeper into your enterprise. Here’s how: Building on these fundamentals and tapping the power of Watson, your business can become cognitive. It will work more smoothly, move faster and help you make better decisions. When your business thinks, you can outthink. Design a Cognitive Strategy. Which experts will train the system? Which products, services, processes and operations should be cognitive, and which not? What data do you need? IBM Cognitive Business Solutions is supported by over 2,000 specialists, the collective experience gained in over 50,000 analytics engagements and world-leading IT consulting services and partnerships, such as Facebook. Move to a Cognitive Cloud. Optimize cloud services for your industry, your data sets and cognitive APIs. The hybrid platform you build on must be able to integrate front-office data with core systems of record. IBM Cloud offers a robust, complete and secure hybrid cloud. And IBM BluemixTM is growing 10 times faster than the overall PaaS market, with more than 100 services in 99 countries1 . Adopt Cognitive Security. As cognition moves into every part of your business – and every part of the world – it is essential that every transaction, piece of data and interaction becomes secure. Your business, and your reputation, depend on it. With a team of 6,200 security professionals in 36 security centers worldwide, monitoring 133 countries and 20 billion events per day, IBM Security can act on threats before they become attacks. Extend Cognitive with Analytics. Ensure you can collect and curate the right data – structured and unstructured. The data you own, data from others and data available to all. IBM Analytics leads the way with data partnerships, such as Twitter and The Weather Company, and enables anyone engaging with data to ask questions, uncover patterns and pursue breakthrough ideas. Build a Cognitive Infrastructure. Evolve your IT infrastructure for cognitive workloads. IBM Systems – from software that integrates and manages APIs, to POWER8® and mainframe servers, to flash and software-defined storage – are designed for the data and analytics required to deliver cognitive services. And IBM Global Technology Services® is starting to apply Watson to the way services are delivered. Is your business ready to be a Cognitive Business? ibm.com/outthink 1 ESG: Platform-as-a-Service Usage and Satisfaction Study,April 2015, http://www.esg-global.com/research-reports/platform-as-a-service-usage-and-satisfaction-study.All statements regarding IBM’s future direction and intent are subject to change or withdrawal without notice, and represent goals and objectives only. IBM and its logo, ibm.com, Bluemix, POWER8, Global Technology Services and Watson are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. See current list at ibm.com/trademark. Other product and service names might be trademarks of IBM or other companies. ©International Business Machines Corp. 2015. Ad No.: BRA-15-44 W SAP No.: IMN.IMNBRP.15124.K.013 Ad Title: IBM - OUT THINK LAUNCH This advertisement prepared by: Ogilvy & Mather To appear in: WSJ / NYT Size: WSJ Page Color: 4/c Safety: 10.87”w x 21”h Creative Director: Kieth Anderson Art Director: Sid Thompkins Copywriter: Joe Perry Account Exec: Emilia Pittelli Print Producer: Don Hanson Print Proj. Mgr.: Erik Makar Engraver: HUDSONYARDS 142067_10_BRA_15_44_W NEW142067_10_BRA_15_44_W.pgs 10.05.2015 15:40 PDFX1a

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