Ibm welcome and cognitive 20161020 v4

Jim Spohrer (IBM)
San Jose, CA
Thursday October 20, 2016
http://www.slideshare.net/spohrer/ibm-welcome-and-cognitive-20161020-v4
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IBM Welcome & Cognitive Future

IBM Research, Patents, Data, Cognitive
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Machine
Learning
Natural
Language
Processing
High
Performance
Computing
Knowledge
Representation
and Reasoning
Question
Answering
Unstructured
Information

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Brief History
of AI
• 1956 – Dartmouth Conference
• 1956 – 1981 Micro-Worlds
• 1981 – Japanese 5th Generation
• 1988 – Expert Systems Peak
• 1990 – AI Winter
• 1997 – Deep Blue
• 1997 – 2011 Real-World
• 2011 – Jeopardy! & SIRI
• 2013 – Cognitive Systems Institute
• 2014 – Watson Business Unit &
• True North Brain Chip
• 2015 – “Cognition as a Service”
on IBM Bluemix
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© IBM 2015, IBM Upward University
Programs Worldwide accelerating regional
development
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Definitions: AI vs IA
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AI is Artificial Intelligence, or
intelligence in machines (smart machines)
IA is Intelligence Augmentation, or
people thinking and working together with smart machines.
IA is what IBM calls “Cognitive Computing” and
the smart machines are called “Watson Solutions” or
more generally “Digital Cognitive Systems (Cogs)”
Cognition as a Service (CaaS):
AI building blocks for IA solutions

Augmenting Workers

Startup
Companies

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Cognitive Mediators
for all people in all roles

Occupations = Many Tasks
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Watson Discovery Advisor
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Simonite, T. 2014. Software Mines Science Papers to Make New Discoveries. MIT. November 25, 2014.
URL: http://m.technologyreview.com/news/520461/software-mines-science-papers-to-make-new-discoveries/

User Models
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$5M Prize
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I have…
Have you noticed how the building
blocks just keep getting better?

IBM Cloud Bluemix:
Watson APIs are growing…
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So far (June 2016), 100,000 faculty and students globally given access

Societal Grand Challenges
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Solving these would mean we are smarter,
but would they mean we are wiser?

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High School Senior: Anish Krishnan
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IBM in Silicon Valley:
From Punch Cards….
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On August 22, 1943, 105 men, women and children,
among them 43 IBM employees, alighted from a special
train that carried them across the continent to establish
new homes and the new IBM Card Manufacturing Plant
Number 5 at 16th and St. John Streets, San Jose, CA.

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IBM in Silicon Valley:
To Brain Chips….
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What types of digital cognitive systems?
• Cognitive Build: Outthink Challenge (250K people)
• Imagine a digital cognitive system to help you do something
important in your personal or professional lives
• Team to design it and advocate for it, and then everyone
votes
• Winners: reduce waste and human suffering, screen for
health issues and safety threats, learn life skills and make
better choices, find what you are looking for, move around
more effectively, provide emotional support, provide IT
support, learn about important public policy goals and make
better choices
• Types: Tool, Assistant, Collaborator, Coach, Mediator

Types
• Tool
• Assistant
• Collaborator
• Coach
• Mediator

Types: Progression of models and capabilities
Task & World Model/
Planning & Decisions
Self Model/
Capacity & Limits
User Model/
Episodic Memory
Institutions Model/
Trust & Social Acts
Tool + - - -
Assistant ++ + - -
Collaborator +++ ++ + -
Coach ++++ +++ ++ +
Mediator +++++ ++++ +++ ++
tool assistant collaborator coach mediator

Build: 10 million minutes of experience

Build:
Hardware < Software < Data < Experience < Transformation

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I have…
Have you noticed how the building
blocks just keep getting better?

Learning to program:
My first program
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Early Computer Science Class:
Watson Center at Columbia 1945
Jim Spohrer’s
First Program 1972

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Fast Forward 2016:
Consider this…

Microsoft CaptionBot June 19, 2016
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Microsoft CaptionBot June 20, 2016
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IBM Image Tagging
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Courses
2015
– “How to build a cognitive system for Q&A task.”
– 9 months to 40% question answering accuracy
– 1-2 years for 90% accuracy, which questions to reject
2025
– “How to use a cognitive system to be a better professional X.”
– Tools to build a student level Q&A from textbook in 1 week
2035
– “How to use your cognitive mediator to build a startup.”
– Tools to build faculty level Q&A for textbook in one day
– Cognitive mediator knows a person better than they know themselves
2055
– “How to manage your workforce of digital workers.”
– Most people have 100 digital workers.
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1955 1975 1995 2015 2035 2055
Can better service help us be wiser?
Cognitive Mediator (2035): Tool, Assistant, Collaborator, Coach

What exists in 2016?
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360,000 100,000 120,000 60,000 150,000

Partnership for AI formed

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What might Reality 2.0 look like?

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How fast is Reality 2.0 approaching?
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What might it look like?

Computing: Then, Now, Projected
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2035
2055

“The best way to predict the future is to inspire the
next generation of students to build it better”
Digital Natives Transportation Water Manufacturing
Energy Construction ICT Retail
Finance Healthcare Education Government

By 2035, T-Shaped Makers with great
Building Blocks and Cognitive Mediators
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Empathy & Teamwork
sector
region/culture
discipline
Depth
Breadth
STEM
Liberal Arts

Reality 2.0 Service Platform:
polite cognitive mediators (CM1,CM2)
do not interrupt people (P1,P2)
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Service Platform
CM2
P2
CM1
P1
100x
100x 100x

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Wise Service System:
All entities’ in network
use cognitive mediators
to enhance
value co-creation interactions
Cognitive Mediators:
Cognitive systems
with deep knowledge of both
customer (user) and provider (expert)
as co-creators of win-win value
Entity augmentation boosts both creativity and productivity of interactions

Two assertions
• Machines seem to be getting smarter fast.
– Agree/disagree?
• People do not seem to be getting wiser fast.
– Agree/disagree?
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Homo Sapiens means Wise Man: True/False?

IBM Cloud Bluemix:
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What is Industry 4.0?
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History of the idea: Mirror Worlds
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Why is this relevant?

I am still very skeptical…
but tell me more….
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Managers: Courage Required….
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Talent required, but…
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Industry 4.0
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CyberPhysical Systems?
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Industry 4.0
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Yesterday: Servitization
• Rolls Royce: “Power By The Hour”

Tomorrow: Servitization
• Start with any traditional product that is sold to customers
• Make the product part of a smart/wise service system
– Instrument it (sensors) – Internet of Things/Everything
– Set-up an intelligent operation center to monitor all products’
performance across their life-cycles
– Use big data analytics to determine how to improve product
performance, efficiency, maintenance, etc.
– Offer customer the “product-performance-as-a-service” with
financing/Internet of Service
– Customer benefits from cost-savings, predictability
– Provider benefits margin-improvements, predictability
• Every product becomes a platform technology (a vehicle for
service innovation) for innovative university startups

Vision: MMaaRRSS
• Modular Manufacturing as a Regional
Recirculation Service System
– “I am the stuff that will be made into product X for
customer Y.”
– Stuff = Material, Energy, and Information Flows
– Minimize transport costs (for products and waste)
• The Vision: Circular Economy (~4 minutes)

In Summary
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“A service science
perspective considers
the evolving ecology of
service system entities,
their value co-creation and
capability co-elevation
interactions, and their
capabilities, constraints,
rights, and responsibilities.”
Cognitive Systems
Entities
Service
Systems
Entities With
Cognitive
Mediators
Add Rights &
Responsibilities

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Explain external
phenomena

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Explain internal
phenomena

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Explain
value co-creation
phenomena

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Physics Chemistry Biology
Neuroscience Psychology Artificial
Intelligence
Engineering Management Public
Policy
Education Design Humanities
Natural Systems
Cognitive Systems
Service Systems

Sciences provide…
• Frameworks for people to ask and answer
questions systematically
• Explanations with instructions on “how to re-do”
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Kline: Conceptual Foundation of Multidisciplinary Thinking -
“To our children and children’s children,
to whom we elders owe an explanation of the world
that is understandable, realistic, forward-looking, and whole.”
Proenneke:
Alone in the Wilderness -
To do a thorough testing,
should each generation
be required to rapidly rebuild
from scratch?
A re-makers movement?

Some paths to becoming 64x smarter:
Improving learning and performance
• 2x from Learning sciences (methods)
– Better models of concepts
– Better models of learners
• 2x from Learning technology (tools)
– Guided learning paths
– Elimination of “thrashing”
• 2x from Quantity effect (overlaps)
– More you know, faster you go
– Advanced organizers
• 2x from Lifelong learning (time)
– Longer lives and longer careers
– Keeps “learning-mode” activated
• 2x from Early learning (time)
– Start earlier: Challenged-based approach
– STEM-2D in K-12 (SSME+DAPP Design of Smart Service Systems)
• 2x from Cognitive systems (performance support)
– Technology & Infrastructure Interactions
– Organizations & Others Interactions

Next Generation:
Future-Ready T-Shaped Adaptive Innovators
Many disciplines
Many sectors
Many regions/cultures
(understanding & communications)
Deepinonesector
Deepinoneregion/culture
Deepinonediscipline

Future-Ready T-Shapes
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Brief History
of AI
1956 – Dartmouth Conference
1956 – 1981 Micro-Worlds
1981 – Japanese 5th Generation
1988 – Expert Systems Peak
1990 – AI Winter
1997 – Deep Blue
1997 – 2011 Real-World
2011 – Jeopardy! & SIRI
2013 – Cognitive Systems Institute
2014 – Watson Business Unit &
True North Brain Chip
2015 – “Cognition as a Service”
on IBM Bluemix
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development
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Cognitive Assistants for all occupations
are beginning to appear
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The Maker Movement &
Open Source Ecology
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Future of Skills

T-Shaped “Future Ready” Talent
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CSIG

Assisting individuals and organizations
to close their service innovation skills gap
and co-create wiser service systems
empowering employees, customers, citizens
with cognitive mediators
in the collaborative service economy

Dedication: Doug Engelbart
Father of the mouse and
augmentation theory
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1955 1975 1995 2015 2035 2055
Can better service help us be wiser?
Cognitive Mediator (2035): Tool, Assistant, Collaborator, Coach

But this stuff is still really hard…
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Cyber-Social-Learning-Systems
Jim Spohrer (IBM)
August 29, 2016
http://www.slideshare.net/spohrer/csls-20160821-v1
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89

Today’s Talk: Cyber-Social-Learning-
Systems• What is the impact of Artificial Intelligence (AI) on CSLS?
– Augmented Intelligence (IA) via digital cognitive systems
– White House OSTP Response(s)
• Other topics to think about:
– What are more of the implications of digital cognitive systems?
• Tool > Assistant > Collaborator > Coach > Mediator
• Transformation > Experience > Data > Software > Hardware
– What does social intelligence require? Episodic Memory?
– What is the impact of augmented reality on CSLS?
– What are possible connections to service systems science
(SSME+DAPP)?
– What type of adaptive innovator with growth mindset needed
(T-shapes)?

Augmented Intelligence
• Tool
• Assistant
•
Collaborat
or
• Coach
• Mediator

White House OSTP Response(s)
• AI for public good
• Social & economic implications
• Education to harness AI
• Research questions and gaps
• Data sets and model sets
• Multidisciplinary research
• Role of incentives and prizes
• Safety and control protocols
• Legal and governance issues

In Summary
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development
93
“A service science
perspective considers
the evolving ecology of
service system entities,
their value co-creation and
capability co-elevation
interactions, and their
capabilities, constraints,
rights, and responsibilities.”
Cognitive Systems
Entities
Service
Systems
Entities With
Cognitive
Mediators
Add Rights &
Responsibilities

Backup Slides
• Understanding Cognitive Systems

Understanding
Cognitive Systems
Jim Spohrer (IBM), August 25, 2016
CSIG (Cognitive Systems Institute Group) Speaker
Series
http://www.slideshare.net/spohrer/understanding_20
160825_v3
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95

Today’s Talk: Understanding Cognitive
Systems• What is a cognitive system (entity)?
– biological
– technological
– types of digital cognitive systems
• How to…
– build them?
– understand them?
– work with them?
• Steps toward a next generation cognitive
curriculum…

But first…. Cognitive Science, a young
field
• Society
– cognitivesciencesociety.org
• People
– Founders: Roger Schank, Donald Norman,
Allan Collins
– Others: David Rumelhart, Herbert Simon,
Allen Newell
– Today: Patrick Langley, Wayne Gray,
Kenneth Forbus, Ashok Goel, Paul Maglio,
etc.
• Systems Conference
– cogsys.org
– (JCS wishes this was part of HICSS)

Advances in Cognitive Systems -
cogsys.org

Google Search: August 26, 2016

Today’s Talk: Understanding Cognitive
Systems• What is a cognitive system (entity)?
– biological
– technological
– types of digital cognitive systems
• How to…
– build them?
– understand them?
– work with them?
• Steps toward a next generation cognitive
curriculum…

What is a cognitive system (entity)?

What is a digital cognitive system
(entity)?

What types of digital cognitive
systems?
• Cognitive Build: Outthink Challenge (250K people)
– Imagine a digital cognitive system to help you do
something important in your personal or professional
lives
– Team to design it and advocate for it, and then
everyone votes
– Winners: reduce waste and human suffering, screen
for health issues and safety threats, learn life skills and
make better choices, find what you are looking for,
move around more effectively, provide emotional
support, provide IT support, learn about important
public policy goals and make better choices
• Types: Tool, Assistant, Collaborator, Coach, Mediator

Types
• Tool
• Assistant
•
Collaborat
or
• Coach
• Mediator

Types: Progression of models and
capabilities
Task & World Model/
Planning & Decisions
Self Model/
Capacity & Limits
User Model/
Episodic Memory
Institutions Model/
Trust & Social Acts
Tool + - - -
Assistant ++ + - -
Collaborator +++ ++ + -
Coach ++++ +++ ++ +
Mediator +++++ ++++ +++ ++

Build: Hardware < Software < Data <
Experience

Understand them…

Work with…

Next generation cognitive curriculum

Backup slides
• Service systems - http://service-
science.info/archives/3368

What is service science?
• IBM initiated effort to establish a
multidisciplinary field to study
service systems … with a focus on
people-centered, IT-enabled service
innovations for business and society
– based on service-dominant logic
– service = value co-creation
– IT-enabled service architectures
– service systems (socio-technical
systems for win-win value co-creation)
• IBM helped establish
– computer science (1945-present)
– service science (2005-present)
Service systems are dynamic configurations of
resources (people, technology, organizations,
and information) interconnected by
value propositions, internally and externally.
Examples:
- macro: cities, states, nations
- meso: hospitals, universities, businesses
- micro: households, families, individuals
Reference:
Spohrer J, Maglio P, Bailey J, Gruhl D (2007)
Steps toward a science of service systems.
IEEE Computer Society. 40(3):71-77(January).

What is service science?
• Now over 500 universities globally teach a more
multidisciplinary approach to service innovation,
including:
– Service management and marketing
– Service engineering and operations
– Service design and arts
– Service public policy and economics
– Service computing and informatics
• SSME + DAPP =
Service Science Management Engineering +
Design Arts Public Policy
– People, technology, organizations, information
interconnected by value propositions.
Reference:
IfM & IBM (2008). Succeeding through service
innovation: A service perspective for education,
research, business and government.
University of Cambridge Institute for Manufacturing,
Cambridge, UK. 2008.

How to get involved?
• Weekly speaker series
– Service innovation
– Service education & research
– Smart service/cognitive systems
• Discovery summits & book series
• Opportunities
– Institutional memberships
– Leadership & ambassadors
– Volunteer opportunities
– Awards & sponsored
conferences
ISSIP.org is a non-profit society
International Society of Service Innovation Professionals
Membership:
Over 1000 professionals and students from 40+ countries,
50+ companies and 50+ universities.

How to get involved?
• Journals (INFORMS,
etc.)
• Conferences (HICSS,
etc.)
• Courses (MIT, etc.)
• Funding (NSF, etc.)
• Society (ISSIP, etc.)

What are the hot topics?
• Smart Service Systems: Intelligence Augmentation
– AI + AR UX (Artificial Intelligence + Augmented Reality User
Experience)
– Smartphones (mobile, social, secure, etc.)
• Collaborative Economy: Servitization
– From assets to co-creation (e.g., Uber, AirBnB, etc.)
– From product to capability/outcome-as-a-service
– Manufacturing as a local recycling service
• Digital Transformation: Trust and Identity
– Blockchain: Don Tapscott’s TED Talk & book
– Big Data: Service Analytics & HAT (Hub of All Things)

Backups
• T-shaped people

Cognitive Assistants for all occupations
are beginning to appear
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My Quest
• What is the best bot that anyone can easily
install on their smartphone and laptop today?
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Ibm welcome and cognitive 20161020 v4

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